New Tech & Thought Leadership, part 2

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The CAANZ PR/Social Media/Experiential Committee has published part two of its series on future trends, in which prominent comms professionals try to give insights into what 2017 holds for the industry. 

Presenting the info this time around are Brand Spanking director/creative strategist Mark Pickering, who discusses theVR boon for brands, Beat director Katharine Broughton (on Thought Leadership as an SEO driver), and Fuse director Gina McKinnon (Content by AI).

Mark Pickering
“It is boom time for the VR industry globally,” he writes. “Samsung, HTC and Sony are all marketing their VR headsets; Facebook’s Oculus Rift is in the mix and taking on early players; and Apple is similarly looking to VR/AR technology. VR is about to explode into the mainstream..”

Katharine Broughton
It’s hard to pick a stand-out PR trend for 2017. Data, digital, earned media, paid media, influencers and content – none of it is new, yet it’s moving fast and furiously, with PR consistently needing to adapt to the changing world. Where once it was all about gaining earned media exposure in traditional media channels, now content and influencers are the buzz.

Gina McKinnon
A fascinating trend this year is the emergence of AI journalism. Recent technological advances mean that AI can now write readable, flowing copy, and churn out repetitive articles faster than most humans.

  • Read a fuller version of what Broughton here

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