Peak Communicators

PR in 2016: A look back at a digitally shaped year


With the New Year fast approaching, many of us are already getting ready for the holidays. However, before saying goodbye to 2016 – thankfully! – we at Peak decided to take a look back at what’s taken shape in our industry over the last year. Here is a flashback to some PR breakthroughs that set the stage for 2017.

Changes in the digital world

When acknowledging the benchmarks of 2016, it is difficult to overlook the skyrocketing popularity of Snapchat, or what is now Snap Inc. By launching its Spectacles (sunglasses with a purpose built integrated camera), Snap Inc. ceased being just a social app and became a “camera company”. Snapchat changed the way we shared pictures, now they are changing the way we take them.

Tess Flanders said, “A picture is worth a thousand words” and that idiom has never been more appropriate than it is today. With pictures lasting a maximum of 10 seconds, Snap Inc. is the embodiment of “fast and visual” – a new trend that seems to be catching on. In 2016, the world of news continued its evolution to the visual, but it has also gained velocity. Images are circulating faster as the means of sharing and reposting grows exponentially, meaning opportunities can be squandered more often. Something to keep in mind when creating a new PR campaign in 2017, be ready for snapping!

How to deliver your message

2016 has seen some extremely strong digital campaigns created by both conglomerates and non-profits alike. Disney’s #ShareYourEars, West Jet’s Mini Miracles or 7-Eleven’s Reverse Day are only a few examples of 2016’s successfully carried off digital campaigns. For brands to be relevant, they need to create exclusive content specifically designed for social media; the days of simply repurposing traditional media content are over.

Paid social ads

Increasing use of social media for promotional content is linked to the appearance of another phenomenon that strongly influenced the way PR professionals planned their campaigns in 2016. The digital evolution led to the rise of paid digital and social content, and those efforts are increasingly proving to deliver results. To stay ahead of the pack, PR and communications professionals will have to come up with new strategies to best leverage paid content.

We thought the digital age had already reached its peak several years ago, but technology seems to be as good as its word, and has continued to innovate, challenge and shape the way our industry works and thinks. H.G. Wells said it best, “adapt or perish, now as ever, is nature’s inexorable imperative.”

As we look back at a very interesting year, for the world at large as well as for our industry, we can’t help but wonder what 2017 will bring us. Stay tuned and come back in January to read about our predictions for 2017.

Happy Holidays everyone!

Written By Klaudia Budniak

Posted On December 23, 2016

Article Service Tags

Brand Journalism
Digital + Social Media