8 areas PR pros should focus on in 2016

It’s important to focus on the most important strategies that will best boost your campaigns.

As organizations around the world lay the groundwork for their 2016 plans, here are eight areas of focus in the social and digital space that will be crucial for the year ahead:

1. Agility Real-time campaigns demand a workflow overhaul. A 24-hour review process won’t cut it when trends break on social media. Ketchum has built an integrated and agile workflow that we’ve packaged as a proposition called StoryWorks. Our newsrooms combine listening, strategists, creative and community management all working in a live environment.

2. Purpose Social media is collapsing hierarchies and eliminating silos within organizations. Every aspect of an organization must be social. The twentieth-century notion of centralized communication command and control is dead, if indeed it ever existed. Practitioners are helping the leaders of progressive organizations to discover their social purpose and collapse the silos between internal and external communication. 3. Creative