A new year is upon us. What does that mean for public relations? The industry has undergone seismic changes over the past several years. These changes will continue to solidify and make the industry much more innovative. And if it’s any indication – because of these changes – public relations is fast becoming one of the hottest fields out there.

Weakening impact of earned media. This shift has been happening for several years but will become increasing evident as we move into 2015. With native advertising taking hold at the same time that most outlets are downsizing, the days of earned media dominating over paid and owned media are over.

Integrating measurement. Measurement can no longer be ignored. With so many new options for measuring the impact of public relations and increased integration with marketing, the connection with the company’s bottom line has never been stronger. 2015 will be the year to prove it or lose it.

Personalizing content. Many have been singing the demise of the press release for years. In 2015, the personal approach wins over the mass spam approach. Crafting a personalized pitch into 140 characters and reaching out and developing relationships with bloggers and journalists via social will be the new normal.

Amplifying integration with marketing. Social media has changed the landscape of public relations and marketing. No longer are they isolated fiefdoms; they must be operating closely in order to maximize the impact of awareness and engagement through increasingly integrated campaigns. Global public relations firms are turning to marketing as they restructure to meet their client’s changing global needs. Isn’t it time you did too?

China rising (and Asia too). Companies in China are increasingly embracing the use of public relations to further their businesses abroad. And public relations firms in China are looking for opportunities to acquire/consolidate their work globally. It’s time to look east.

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