Luncheon recap: A Star to Sail Her By

By Lauren Gonn

Mark McClennan ColorMark McClennan gave an informative presentation on public relations and the Public Relations Society of America (PRSA), including his thoughts on what will change for public relations in 2016, what needs to stop for public relations in 2016 and what he feels is ahead for PRSA. Mark mentioned that the public relations industry is at an inflection point and is going through more changes right now than the industry has in years. Social media plays a big role in these changes. The fast spread of content can be both good and bad for a business, depending on how and when it is reached by an audience.

The new word for PR in 2016 is ‘ICYMI’ (in case you missed it). People have a fear of missing out on many things, especially the latest news occurring in the world. Besides TV, people are sharing their content numerous times by using different forms of social media. With this large amount of sharing going on daily, it’s important to fully recognize the potentials and hurdles that come with posting on social media.

A good rule of thumb is to treat every post you create on social media as something that represents your brand, as if it were the first and the last post you ever presented about your business. Everyone should also keep things in perspective when receiving feedback after posting. People will react differently to the same post because not everyone has the same opinion and/or experiences. It’s best to take these negative opinions with a grain of salt you could say and try to see the full outlook the post can have for your business.

In 2016, Mark McClennan sees the quest for experimentation to “reach new heights.” Everything is being switched over electronically: books, billing, you name it. It’s predicted that there will be more than 5,000 social media crises in just 2016 alone. People will weigh out global vs. hyperlocal, and Mark advises that focusing on specific targeting, rather than the big outcome first, will pay off in the long run. With the amount of social media being shared, and by focusing on those specific target audiences, the right people will share the proper information in order for content to be shared on a global scale. Another big trend happening right now is web coding. Not just with computers, but there is now wearable technology: Google glasses, the HoloVisor and much more. The PR industry is heading in the correct direction when it comes to social media and new technology.