The end of the year is always a time to reflect on what happened and what is yet to come. Ellipses has seen some huge changes in 2015, including a brand new team, logo and website and expanded service offerings. With 2015 behind us, we could not be more excited to charge in to 2016 with a whole new outlook on the industry and of the ever-changing Bay Area. Here is what we think is going to happen to PR and social media in 2016.
Diana Haven – President/CEO
PR prediction: My prediction for PR for 2016 is focused on San Francisco’s vibrant food and beverage industry. I think independent restaurants’ budgets for PR, whether it’s for a launch or ongoing press opportunities, are going to continue to shrink as they grapple with increased costs such as labor, real estate, food, etc. You name a cost – it’s increasing. The pressure will be on for PR companies serving the industry to show more of a return on investment with measurable results, and expand their offerings to include social media if they don’t already. Even with an increased ROI, I think the market is going to get tighter.
Social media prediction: Well-strategized and managed social media will be seen as increasingly important and valuable. It absolutely drives business to restaurants, hotels, events and food/beverage companies. I predict some clients with limited budgets will opt for social media and influencer relations over traditional PR, if they have to choose between the two, as social media shows a more immediate return on investment and allows you to connect and have a dialog with your audience directly.
Evita Broughton – Account Supervisor
PR prediction: I think you’ll see the continued evolution of the press release – more embedded photos, infographics, video, etc. Content will always be king in public relations but in this day and age it has to be considerably more visual, compelling and concise to garner interest.
Social media prediction: In 2016, I think you’ll see a more savvy corporate approach to social media. Instead of paying a college student to tweet or post randomly, companies will start being much more strategic to get the most bang for their buck. For some, that could mean outsourcing to a results-oriented social media manager or simply taking advantage of social media metrics and paid ads.
Amanda Shepherd – Social Media Manager
PR prediction: If they haven’t done so already, we are going to see a lot more integration in PR agencies for them to stay afloat. Not only are they going to offer the “traditional” PR, but also social media services, photography/videography, website development, SEO, etc. It’s not enough anymore to simply offer PR services. Everything is so integrated now and agencies are going to need to adapt to thrive. I am shocked at the amount of agencies out there that aren’t integrated already!
Social media prediction: 2016 is going to be the year of Instagram. The platform is already growing at lightning speed and is going to continue to do so in 2016. We are going to see more businesses making their way to Instagram (again, I’m surprised there’s such a small number on Instagram right now) and we are going to see more effective and interactive ads on the platform, as well.
Cat McLain – Account Coordinator
PR prediction: We are going to see a more digital and interactive press release in 2016. The industry has already embraced other ways to reach their desired audiences, with social media and different technologies, so I think the traditional press release will be next.
Social media prediction: In 2016, we are going to see a significant increase in paid ads. It’s no surprise that social media has done wonders for the industry and has made our clients more available and more affluent online. Our clients are going to spend more to increase their engagement rates and their reach, not just on Facebook, but on other platforms as well.
What do you think we will see in PR and social media in 2016?