Photo by Suus Wansink

First off, Happy New Year, everyone! I definitely feel like 2012 is going to be a great year for the public relations industry. As 2011 brought us the rise and continual gain of social media and all things digital, interactive and online, I feel like 2012 will bring a focus of understanding and utilizing the online tools we’ve been given:

1. Heavier emphasis of sharing and spreading potential press online. As social media grows bigger and bigger every day, so is and will public relations with things like generating media coverage, for instance. Another example, yesterday, at our Kickoff Luncheon, we discussed new mediums gaining popularity of spreading press releases, like videos, which will be something we will see more of in public relations and Agency Entourage will be using in 2012.

2. PR goals will transition to online concentration. I feel goals for public relations campaigns will have more of an online focus, i.e. bringing traffic to landing pages, sharing news via blogs and connecting with new, budding platforms (like Pinterest, Instagram and Tumblr). We all know social media has been huge in the public relations realm already, but more and more pros will be getting savvier with the way they utilize and connect all social media platforms together.

3. Combining old-school and new-school methods. A fantastic concept from a blog on Business 2 Community, Kristina Vasilakis states in 2012, you should “treat your social media efforts and promotional efforts as you would like a restaurant bill. In 2012, with companies struggling for money and many resisting change to the new media scope, it is important you itemize your time as a publicist and where the energy is going. Demonstrate to the client that the promotion on the Facebook page is just as important as putting an ad in a magazine – again this is the year where old-school thinking and new-school will combine.” Couldn’t have said it better myself!

While that is only a glimpse of what the exciting industry of public relations has in store for 2012, I think we will definitely see more and more pros utilizing all of the tools we’ve been given online. What do you think are some new trends we will be seeing in the public relations world? Social media world? Share with us in the comments below!