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Author: Aleena Gardezi

PR Agencies, Brands, and Thought Leaders Forecast 2017 Trends in Industry

Posted December 5, 2016

From discussions on virtual reality to the election to diversity and inclusion, USC’s Annenberg’s Center for Public Relations inaugural 2017 Relevance Report, boasts a unique collection of thought pieces from communication leaders and academic experts who identify the issues, ideas and innovations that will be relevant to the communications industry in 2017.

Leaders of PR agencies such as Golin, Ketchum, and Weber Shandick as well as top brands, Starbucks, United Airlines, eBay, and Instagram revealed their forecasts on upcoming trends that will impact society, business and communications in the coming year.

“All of the insights in the Relevance Report point to the fact that communications is going to play a complex and important role in business and society 2017, which is an opportunity and a responsibility for all of us working in the PR industry,” said Fred Cook, CEO of Golin and Director of the USC Center for Public Relations (CPR).

The report offers students and PR professions a preview of what 2017 will mean for the communications space and covers a broad range of topics such as media, communications, technology, brand, and people. The 30 brief articles are authored by members of the advisory board of the USC Center for Public Relations, members of the Annenberg faculty, including Dean Ernest J. Wilson

All of the thought leaders in the report are associated with the Annenberg School, and students in the graduate Public Relations program.

“We all need to stay on top of these changes to be effective in our jobs and relevant in our careers,” Cook explained. “The report also underscores the critical role that communications plays in our society.”

He added that if the report is well received, the school will expand it in 2018 to include more topics and experts.