2020 forced most companies to deviate from their intended marketing plans. Events were canceled, campaign budgets were slashed, and consumers demanded more than excellent product and top-notch customer service.
While 2020 forced teams to adapt their marketing strategies on the fly, this year presents the opportunity to tailor strategies to the new digital marketing landscape.
Here are 7 trends to inspire new ideas for your 2021 marketing plan.
Digital Marketing has been a savior for every business
against the harsh impacts of Covid. The trends of
digital marketing are changing. Don't miss out on
these changes and get your business ready for 2022.
We have the latest information regarding new consumer habits and internet & social media trends, from how and where to use AR (Artificial Reality) and VR (Virtual Reality), how and why you need to boost user-generated content, why you have to invest more in “micro-influencers”, why short-form video content is a must, and most importantly why and how brands have to encompass in their line-up subjects that are inclusive and representative for a wide range of audiences.
The combination of a U.S. Presidential election and Summer Olympics are bound to make 2016 a singular and bounteous year for marketers and media. But it won’t be without its challenges—from ad blockers and hackers to health nuts and political zanies.
What else can marketers expect? CMO.com checks with industry insiders and other experts who uncovered 10 trends to look forward to in the year to come.
2020 forced most companies to deviate from their intended marketing plans. Events were canceled, campaign budgets were slashed, and consumers demanded more than excellent product and top-notch customer service.
While 2020 forced teams to adapt their marketing strategies on the fly, this year presents the opportunity to tailor strategies to the new digital marketing landscape.
Here are 7 trends to inspire new ideas for your 2021 marketing plan.
Digital Marketing has been a savior for every business
against the harsh impacts of Covid. The trends of
digital marketing are changing. Don't miss out on
these changes and get your business ready for 2022.
We have the latest information regarding new consumer habits and internet & social media trends, from how and where to use AR (Artificial Reality) and VR (Virtual Reality), how and why you need to boost user-generated content, why you have to invest more in “micro-influencers”, why short-form video content is a must, and most importantly why and how brands have to encompass in their line-up subjects that are inclusive and representative for a wide range of audiences.
The combination of a U.S. Presidential election and Summer Olympics are bound to make 2016 a singular and bounteous year for marketers and media. But it won’t be without its challenges—from ad blockers and hackers to health nuts and political zanies.
What else can marketers expect? CMO.com checks with industry insiders and other experts who uncovered 10 trends to look forward to in the year to come.
Digital Marketing Trends Report 2019 & "Did You Know?" About Google, Facebook...Ioana Barbu
Digital Marketing Report covering latest trends in social media communication and digital marketing for Business to Business, Business to Consumer, eCommerce, Web design & Mobile Marketing as well as Corporate Communication.
Towards the end you will also find some "Did you know"s about the current Digital landscape, Google - the largest search engine owner in the world covering over 90% of searches globally and Facebook - still the largest mass social media platform in the world.
Gunther Schumacher, Worldwide President & COO of OgilvyOne Worldwide, spoke at the IBM BusinessConnect software summit about how data and technology are still transforming marketing.
As marketers, you need to sell. That is why the mantra of David Ogilvy, our founder was “we sell, or else.”
But in today’s digital world, the customer is in charge. She decides when and where to engage, how to communicate, where to get information.
Today’s customers engage only on their terms, not yours.
Consumers used to be receptive to marketing messages about product benefits. Today, most of them trust recommendations from other consumers and they are seeking them out actively.
You have to stay on top of your competition. Most of them use Facebook, Twitter, Pinterest, Tumblr, and so on. You can no longer afford to ignore new media channels, especially in the social space. Online reviews can work in your favor. Or they can work against you. How do you cope with them?
The Ogilvy Consulting Trends for 2019 report is here!
In its sixth edition, this session features the most important trends for businesses and consumers in 2019, and includes recommendations on what you can do to take action and adapt quickly.
Facebook đã công bố một báo cáo mới xem xét về mối quan hệ của người tiêu dùng với các thương hiệu đã thay đổi như thế nào trong năm qua và điều đó có ý nghĩa như thế nào đối với hoạt động quảng cáo và marketing trong tương lai.
With more than 2 billion monthly active users, Facebook is undeniably the most popular social network in the world. But how much do you know about the other platforms making their way to the top?
Disrupting the world's social landscape, these companies are rivaling the top players with new features, often uniquely tending to the needs of niche markets.
Social Revolution: Connecting with Today’s CustomerHubSpot
Salesforce.com’s George Hu and HubSpot’s Brian Halligan discuss how your organization can turn the social revolution into a competitive advantage. View the entire webinar: http://www.hubspot.com/new-webinar-revolutionize-sales-and-marketing/
This is a succinct guide for getting your digital marketing strategy right. Full of research to back up tips for data, mobile, video, programmatic and more. Written by the Head of Digital Marketing Advisory for TORI Global, Dominic Yacoubian.
An increased number of consumers are using the mobile web and native apps on their smartphones to research products and make purchases, however many mobile marketing efforts miss key opportunities to maximize their app ROI.
By focusing on a consumer-friendly app strategies, companies can increase their ROI, gain insight into consumers’ mobile behavior, and enhance their consumer appeal.
Download our white paper to learn more about how Gold Mobile can accelerate customer engagement, drive transactions, and reward your most loyal customers with our unique platform. Included are examples of how our platform has been utilized by other companies to help combat precise challenges and achieve specific goals.
Presentation: 8 Digital Marketing Trends in 2019
I presented this information on 16th May 2019 at the Social Media and Marketing Conference held by Ayihlome Training Projects in Cape Town, South Africa.
Read the accompanying article here https://laurenkinghorn.com/trends2019
Would you like to become a Digital Entrepreneur?
Join my inner circle and discover the 15 Day Online Business Challenge here http://join.inspiringmompreneurs.com/welcome
Are you a Fempreneur or Mompreneur?
I started a couple of groups on LinkedIn recently and some amazing power women have joined in the fun.
I would luuurve to have YOU join my tribe on LinkedIn at Fempreneurs Unite https://www.linkedin.com/groups/8831606/
or Mompreneurs Unite
https://www.linkedin.com/groups/8731152/
My niche websites
https://laurenkinghorn.com/
https://inspiringmompreneurs.com
https://happyhumanpacifier.com/
Connect with me on the following channels
https://www.linkedin.com/in/laurenkinghorn/
https://www.instagram.com/inspiringmompreneurs
https://www.pinterest.com/inspiringmompre/
https://twitter.com/inspiringmompre
https://web.facebook.com/inspiringmompreneurs/
https://flipboard.com/@InspiringMo3lfe
https://mix.com/inspiringmompreneurs
* If you purchase anything through a link in this description, you should assume that I have an affiliate relationship with the company providing the product or service that you purchase, and that I'll be compensated in some small way at no extra cost to you.
It’s no secret that marketers go to bed every night, dreaming of endless warm leads to pass to sales. We’re all email geeks at heart, but how can you turn those dreams into a reality? CommuniGator are at it again, join us for this webinar to learn our own tried and tested tricks for increasing your sales-ready leads (how nice are we)!
State of influence 2.0 by Brian Solis and TraackrBrian Solis
A groundbreaking report on the state and future of influencer marketing by Brian Solis and Traackr. What if influencer marketing was more than marketing? What if it was about the end-to-end customer or employee experience?
Welcome to a new era of marketing; an era where brands are shaped by the people who experience them. In a world where most consumers are connected, the experiences that they have and share online collectively shape their perceptions, impressions and actions. To a certain extent, all connected consumers are becoming influential in their own ways.
Influence has never been more import- ant. Every year, global communica- tions marketing firm Edelman pub- lishes its “Trust Barometer” report that captures the sentiment of trust in a variety of industries and scenarios. In its 2017 edition1, Edelman learned that the credibility of CEOs was at its lowest level ever. At the same time, the report found that trust in peers, or “a person like yourself,” is as cred- ible a source of information about a company as a technical or academic expert. Without trust, brand market- ing may fall upon skeptical, distrusting or altogether inattentive audiences.
By partnering with the right influenc- ers, or people who tell the right stories in the right context by delivering value at each step, brands can reach people through those they trust while earning trust in the process.
Ned’s Job of the Week (JOTW) newsletter and Sword and the Script Media conducted the fourth annual JOTW Strategic Communications Survey to understand trends in the field of communications. About 300 professionals took the survey: 97% of respondents are based in the U.S.; 88% report having 11 or more years of experience; 62% of respondents are in-house communicators; and respondents come from more than a dozen different industries. Detailed demographics are included at the end.
Digital Marketing Trends Report 2019 & "Did You Know?" About Google, Facebook...Ioana Barbu
Digital Marketing Report covering latest trends in social media communication and digital marketing for Business to Business, Business to Consumer, eCommerce, Web design & Mobile Marketing as well as Corporate Communication.
Towards the end you will also find some "Did you know"s about the current Digital landscape, Google - the largest search engine owner in the world covering over 90% of searches globally and Facebook - still the largest mass social media platform in the world.
Gunther Schumacher, Worldwide President & COO of OgilvyOne Worldwide, spoke at the IBM BusinessConnect software summit about how data and technology are still transforming marketing.
As marketers, you need to sell. That is why the mantra of David Ogilvy, our founder was “we sell, or else.”
But in today’s digital world, the customer is in charge. She decides when and where to engage, how to communicate, where to get information.
Today’s customers engage only on their terms, not yours.
Consumers used to be receptive to marketing messages about product benefits. Today, most of them trust recommendations from other consumers and they are seeking them out actively.
You have to stay on top of your competition. Most of them use Facebook, Twitter, Pinterest, Tumblr, and so on. You can no longer afford to ignore new media channels, especially in the social space. Online reviews can work in your favor. Or they can work against you. How do you cope with them?
The Ogilvy Consulting Trends for 2019 report is here!
In its sixth edition, this session features the most important trends for businesses and consumers in 2019, and includes recommendations on what you can do to take action and adapt quickly.
Facebook đã công bố một báo cáo mới xem xét về mối quan hệ của người tiêu dùng với các thương hiệu đã thay đổi như thế nào trong năm qua và điều đó có ý nghĩa như thế nào đối với hoạt động quảng cáo và marketing trong tương lai.
With more than 2 billion monthly active users, Facebook is undeniably the most popular social network in the world. But how much do you know about the other platforms making their way to the top?
Disrupting the world's social landscape, these companies are rivaling the top players with new features, often uniquely tending to the needs of niche markets.
Social Revolution: Connecting with Today’s CustomerHubSpot
Salesforce.com’s George Hu and HubSpot’s Brian Halligan discuss how your organization can turn the social revolution into a competitive advantage. View the entire webinar: http://www.hubspot.com/new-webinar-revolutionize-sales-and-marketing/
This is a succinct guide for getting your digital marketing strategy right. Full of research to back up tips for data, mobile, video, programmatic and more. Written by the Head of Digital Marketing Advisory for TORI Global, Dominic Yacoubian.
An increased number of consumers are using the mobile web and native apps on their smartphones to research products and make purchases, however many mobile marketing efforts miss key opportunities to maximize their app ROI.
By focusing on a consumer-friendly app strategies, companies can increase their ROI, gain insight into consumers’ mobile behavior, and enhance their consumer appeal.
Download our white paper to learn more about how Gold Mobile can accelerate customer engagement, drive transactions, and reward your most loyal customers with our unique platform. Included are examples of how our platform has been utilized by other companies to help combat precise challenges and achieve specific goals.
Presentation: 8 Digital Marketing Trends in 2019
I presented this information on 16th May 2019 at the Social Media and Marketing Conference held by Ayihlome Training Projects in Cape Town, South Africa.
Read the accompanying article here https://laurenkinghorn.com/trends2019
Would you like to become a Digital Entrepreneur?
Join my inner circle and discover the 15 Day Online Business Challenge here http://join.inspiringmompreneurs.com/welcome
Are you a Fempreneur or Mompreneur?
I started a couple of groups on LinkedIn recently and some amazing power women have joined in the fun.
I would luuurve to have YOU join my tribe on LinkedIn at Fempreneurs Unite https://www.linkedin.com/groups/8831606/
or Mompreneurs Unite
https://www.linkedin.com/groups/8731152/
My niche websites
https://laurenkinghorn.com/
https://inspiringmompreneurs.com
https://happyhumanpacifier.com/
Connect with me on the following channels
https://www.linkedin.com/in/laurenkinghorn/
https://www.instagram.com/inspiringmompreneurs
https://www.pinterest.com/inspiringmompre/
https://twitter.com/inspiringmompre
https://web.facebook.com/inspiringmompreneurs/
https://flipboard.com/@InspiringMo3lfe
https://mix.com/inspiringmompreneurs
* If you purchase anything through a link in this description, you should assume that I have an affiliate relationship with the company providing the product or service that you purchase, and that I'll be compensated in some small way at no extra cost to you.
It’s no secret that marketers go to bed every night, dreaming of endless warm leads to pass to sales. We’re all email geeks at heart, but how can you turn those dreams into a reality? CommuniGator are at it again, join us for this webinar to learn our own tried and tested tricks for increasing your sales-ready leads (how nice are we)!
State of influence 2.0 by Brian Solis and TraackrBrian Solis
A groundbreaking report on the state and future of influencer marketing by Brian Solis and Traackr. What if influencer marketing was more than marketing? What if it was about the end-to-end customer or employee experience?
Welcome to a new era of marketing; an era where brands are shaped by the people who experience them. In a world where most consumers are connected, the experiences that they have and share online collectively shape their perceptions, impressions and actions. To a certain extent, all connected consumers are becoming influential in their own ways.
Influence has never been more import- ant. Every year, global communica- tions marketing firm Edelman pub- lishes its “Trust Barometer” report that captures the sentiment of trust in a variety of industries and scenarios. In its 2017 edition1, Edelman learned that the credibility of CEOs was at its lowest level ever. At the same time, the report found that trust in peers, or “a person like yourself,” is as cred- ible a source of information about a company as a technical or academic expert. Without trust, brand market- ing may fall upon skeptical, distrusting or altogether inattentive audiences.
By partnering with the right influenc- ers, or people who tell the right stories in the right context by delivering value at each step, brands can reach people through those they trust while earning trust in the process.
Ned’s Job of the Week (JOTW) newsletter and Sword and the Script Media conducted the fourth annual JOTW Strategic Communications Survey to understand trends in the field of communications. About 300 professionals took the survey: 97% of respondents are based in the U.S.; 88% report having 11 or more years of experience; 62% of respondents are in-house communicators; and respondents come from more than a dozen different industries. Detailed demographics are included at the end.
The new Global Communications Report, produced by the Holmes Report in conjunction with University of Southern California’s Center for Public Relations, is the definitive study of the global public relations industry, featuring research, agency rankings and industry analysis.
2016 Global Communications Report is produced by University of Southern California’s Center for Public Relations and The Holmes Report.
Landmark survey predicts that global PR agency sector will approach $20bn by 2020, but questions remain over the industry’s ability to adapt to a rapidly shifting landscape.
Corporate communications executives around the world believe both they and their public relations agency partners will be expected to deliver more—more strategy, more content, more channels, more creativity and more measurement—over the next five years.
But questions remain over the industry’s ability to attract the right talent, adapt to new technologies and increase the level of investment required to capitalize on these opportunities.
These are some of the headline findings from the first Global Communications Report, a comprehensive worldwide survey of more than 1,000 senior public relations executives, led by the USC Annenberg Center for Public Relations in conjunction with the Holmes Report.
According to the study, PR agency leaders predict that the worldwide PR agency business will grow from its current estimated size of $14 billion to $19.3 billion over the next five years. To accommodate this growth, agency leaders anticipate their headcount will increase over the same period by about 26%.
How to modernise a public relations agency or communications teamStephen Waddington
This paper tackles the opportunities and challenges for our profession as we face up to modernity and the role of public relations in organisational management leadership.
There is much said at conferences and events, and written on blogs and in traditional media, about the fundamental shifts taking place in the media and the impact on the business of public relations.
These conversations focus on who (practitioners, agencies and communication teams), what (modernise public relations), why (media change and opportunity) and when (now) but very rarely how. This paper explores the how.
It started out as a blog post ahead of speaking opportunities at the World PR Forum in Madrid, and the PRSA International Conference in Washington.
Now in its seventh year, the CIPR State of the Profession survey is the largest and longest running survey of its kind. The survey takes into account the views of CIPR members and non-members, and aims to reveal the issues and challenges facing public relations professionals. It covers a broad range of key issues including professional background, skills, recruitment and diversity.
Social media challenges in destination marketingFrederic Gonzalo
Earler this year, we celebrated Facebook’s 10th anniversary, LinkedIn boasted more than 300 million active users while TripAdvisor now has more than 175 million reviews. We have come to expect seeing travel & hospitality stakeholders managing accounts on Instagram, Pinterest, Twitter or even Google+. In other words, social media marketing has moved beyond bells and whistles and is now the mainstay of a sound digital strategy, along with having a transactional, mobile-optimized website and a clean database for frequent, automated emails and/or newsletters. But while social media is now recognized as important, in particular within the travel vertical, managing it remains a constant challenge.
Weber Shandwick hat sich wieder mit Spencer Stuart zusammen getan und The Rising CCO V veröffentlicht. Diese Studie, die in diesem Jahr in die fünfte Runde geht, untersucht die Erwartungshaltungen von Chief Communications Officers (kurz: CCOs) in Nordamerika, Europa, Lateinamerika und im asiatisch-pazifischen Raum, wie sich ihre Aufgaben und Arbeitsbereiche durch die immer weitere digitalisierte und von Medien zunehmend fragmentierte Welt ändern.
Unsere Rising CCO Studie zeigt, dass CCOs zum einen immer öfter auch digitale und soziale Medien in ihrer Abteilung verantworten müssen, und zum anderen Digital und Social-Media-Experten einstellen müssen, um dem Aufkommen gewahr zu werden. Genauer gesagt hat Social Media den größten Einfluss auf die Arbeit der CCOs. So gaben 91 Prozent der CCOs an, dass sie in Social Media die beste Zukunft sehen, wenn es um wichtige Kommunikationsinstrumente geht.
Die Studie zeigt weiterhin auf, dass CCOs traditionelle und soziale Medien für verschiedene Zwecke nutzen und die Wirksamkeit durch die Integration beider Medienarten in unterschiedliche Kommunikationsaktivitäten erhöht wird. Hier sollten die CCOs die Gelegenheit nutzen, zu verstehen, wann was strategisch am besten genutzt wird.
The World PR Report 2013, produced by the Holmes Report and ICCO, is a definitive report on the trends and issues facing the global PR industry, based on a survey of global agency heads. The report also includes research on the size and growth of the global PR industry, and a ranking of the world's 250-biggest PR firms.
The Incite Primer: The Evolution of Marketing and Communications in 2013Nick Johnson
The first briefing for my new company, Incite.
In this document, we go into detail on three of the major foci for the marcomms professional in 2013:
1) How big data, social media, and customer-centricity will drive a merging of the marketing and communications department
2) How multi-channel is going to revolutionise marketing and communications - again
3) The growing primacy of 'customer-centric' strategy within large corporations
This 20 page primer goes into detail on how large brands are evolving their approach to marketing and communications.
Download a full copy at www.bit.ly/IncitePrimer
We discuss:
1) The 4 Key Issues for 2013: Predictions for the development of your role
2) How big data, social media and customer-centricity will drive a merging of the marketing and communications departments
3) How ‘multi-channel’ is going to revolutionise marketing and communications. Again.
Have a look!
Public relations is changing and therefore the skill sets of in-house PR teams are
also changing.
When it is done well, public relations is a vital business tool for today’s
networked world. Public relations practitioners can now have a greater, and more
immediate, impact on their employers’ business than their predecessors. However,
this is an environment of risk and reward. The rewards from good communications
are much greater; but if public relations people get it wrong, the results can be
very serious for their future careers and the organisation they work for.
The Rising CCO V: Chief Communications Officers’ Perspectives on a Changing M...Weber Shandwick
Global executive search firm Spencer Stuart and global public relations firm Weber Shandwick partnered to release The Rising CCO V. This survey, now in its fifth year, explores how chief communications officers (CCOs) from North America, Europe, Asia Pacific and Latin America expect their responsibilities to evolve over time in an increasingly digitalized and media-fragmented world.
5th issue of the Online Comments Report, developed by Corporate Excellence and LLORENTE & CUENCA. The Report analyses comments made voluntarily on the Internet as well as their impact on the dimensions that constitute corporate reputation: Products and Services, Innovation, Finance, Workplace, Citizenry and Leadership.
The Report contains a map of stakeholders that actively use the Internet and the networks that should be taken into account at the time of developing a strategy of positioning on the Internet: the real–time network Twitter, the social network Facebook, the multimedia network YouTube, and the hyper-textual network Google. It also identifies relevant content for different audiences and helps map key reputational risk areas for companies.
In particular, this issue has evaluated the digital fingerprint of 71 brands of 15 sectors from a total of 88,950 URLs and 28,000 mentions.
The report assesses the 100 first findings that analysed brands positioned in four key environments on the Internet: Google, Facebook, Twitter and YouTube, and offers specific findings by sectors dimensions, stakeholders and networks. Thus, the analysis allows identifying those sectors, topics, stakeholders and networks that are most and least favourable in terms of recognition (how it is evaluated) and recognition (how much it is evaluated). It also offers strategic insights to design positioning strategies online.
BEO 2016 has been already applied to more than 70 companies around the world and aims to become an international standard to manage the reputation of organisations online.
The State of Corporate Social Media 2012Nick Johnson
"The State of Corporate Social Media" is a free briefing from Useful Social Media on how large companies are using social media, written by @gnjohnson.
The 2012 edition features over 40 pages of stats, facts, benchmarks and analysis on how social media is impacting business.
This is a free 30-page downloadable guide to the biggest trends and issues affecting public relations across eleven sectors and twelve of the UK’s regions and nations.
This thought leadership document features contributions from each of the CIPR’s Groups and covers issues and trends including:
- The importance of the NHS as a barometer for gauging the public support and trust of politicians at a local and national level ahead of the 2015 General Election
- How the power of science, engineering and technology can drive economic growth and quality of life
- The changing attitudes of financial regulators to social media
- The impact of the 2014 Independence Referendum and the XX Commonwealth Games in Scotland
- The launch of new local television networks in Nottingham and Birmingham
- The 2014 Tour de France as an opportunity to bring inward investment and help boost the local economy in Yorkshire
Please answer the following two questionsCurrenciesWha.docxmattjtoni51554
Please answer the following two questions:
Currencies:
What kinds of influence currency have you been exchanging in this relationship? Is the “bank account” for this relationship in the “red” or the “black”? What kinds of influence would be appropriate for building a stronger relationship with that person?
Managing Projects:
What are expectations for a project manager and the stakeholders? In your experience how does the Project Manager include stakeholders in the project? What are your recommendations?
Please note:
This original post must contain a minimum of 300 words. Students must demonstrate critical thinking by paraphrasing the material into their own words (direct quotes should be used in a limited manner as this does not display critical thinking). All statements in the post that are not general knowledge should be cited to their source. Be sure to clearly relate the readings to the lesson concepts. Students may further synthesize this research relating to personal experiences. All citations should be in APA format with a reference listing at the bottom of the post in APA format (be sure to include a link to the website of your current event in the reference listing).
ARTWORK Markus Linnenbrink
EVERYWHEREALLTHETIMEEVERYTHING
2009, epoxy resin, pigments, 20" x 39" x 82"
Spotlight
82 Harvard Business Review July–August 2014
SPOTLIGHT ON THE NEW MARKETING ORGANIZATION
Scott Brinker is the chief
technology officer at ion
interactive. Follow his blog
at chiefmartec.com.
Laura McLellan is a
research vice president at
Gartner, where she focuses
on marketing strategies.
The Rise of the
Chief Marketing
Technologist
IT has become central to marketing, and
many companies are creating hybrid
executives who straddle the two functions.
by Scott Brinker and Laura McLellan
Marketing is rapidly becoming one of the most technology-depen-dent functions in business. In 2012 the research and consulting firm Gartner predicted that by 2017, a
company’s chief marketing officer would be spend-
ing more on technology than its chief information
officer was. That oft-quoted claim seems more cred-
ible every day.
A new type of executive is emerging at the center
of the transformation: the chief marketing technolo-
gist. CMTs are part strategist, part creative director,
part technology leader, and part teacher. Although
they have an array of titles—Kimberly-Clark has a
“global head of marketing technology,” while SAP has
a “business information officer for global market-
ing,” for example—they have a common job: aligning
marketing technology with business goals, serving
as a liaison to IT, and evaluating and choosing tech-
nology providers. About half are charged with help-
ing craft new digital business models as well.
Regardless of what they’re called, the best CMTs
set a technology vision for marketing. They cham-
pion greater experimentation and more-agile man-
agement of that function’s capabilities. And the.
Similar to The future of Technology in Communication (20)
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Welocme to ViralQR, your best QR code generator.ViralQR
Welcome to ViralQR, your best QR code generator available on the market!
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Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdfPeter Spielvogel
Building better applications for business users with SAP Fiori.
• What is SAP Fiori and why it matters to you
• How a better user experience drives measurable business benefits
• How to get started with SAP Fiori today
• How SAP Fiori elements accelerates application development
• How SAP Build Code includes SAP Fiori tools and other generative artificial intelligence capabilities
• How SAP Fiori paves the way for using AI in SAP apps
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
GenAISummit 2024 May 28 Sri Ambati Keynote: AGI Belongs to The Community in O...
The future of Technology in Communication
1. T H E F U T U R E O F T E C H N O L O G Y
I N C O M M U N I C A T I O N
U S C A N N E N B E R G C E N T E R F O R
P U B L I C R E L A T I O N S
PR:TECH
2019
G L O B A L C O M M U N I C A T I O N S R E P O R T
2.
3. 2 0 1 9 G L O B A L
C O M M U N I C A T I O N S
R E P O R T
Every year, the USC Annenberg School for Communication and Journalism takes a fresh look at the
topics and trends shaping the future of the Public Relations industry. Each time we survey profession-
als working in the field and students planning to, we discover new insights into what makes PR one of
the most dynamic professions in the universe. This year was no exception as we examined the impact of
communication technology – what it means for the industry, academia and society.
4. My boss and mentor for 30 years, Al Golin, loved tell-
ing colorful stories about how he started out in Public
Relations. He would remind us of the days when he
would bang out a press release on his Remington
typewriter, walk across Michigan Avenue and hand
deliver it to a friendly reporter in the newsroom
of the Chicago Tribune. If the story ran, Al’s
secretary would clip it out of the newspaper
and send it to the client with a handwritten
note saying how great it was.
Sixty years later, his stories seem quaint.
Typewriters are antiques. Press releases are
endangered. Reporters are robots. And the
Tribune Tower has been converted into condos.
Technologyhasdramaticallytransformedthecommu-
nication profession. In the beginning, the pace of
change was gradual. Every few years, a new technolo-
gywouldreplacetheolderversion,sometimesresult-
T H E F U T U R E
F R E D C O O K
Director, USC Center for Public Relations
5. 3
ing in greater efficiency and speed. If you knew how
to type an email on a Blackberry, you could manage
it on an iPhone, with a little help from spellcheck.
Today, technology changes so rapidly that it’s hard
to keep up. Every day, a new app, device or plat-
form is piled onto the growing tech stack available
to media, marketers and communicators. Like it or
not,ourfuturesuccessreliesuponourabilitytoutilize
these new tools for analyzing complex data, engag-
ing diverse audiences and measuring the impact of
our campaigns at every step of the customer journey.
But there are many questions. Which tools should
we invest in? Who is responsible for choosing them?
Should we build them or buy them? How will they
improve our work? Will they really grow our business?
How will we teach people to use them? And ultimate-
ly, how will they impact society?
Our mission at the USC Center for Public Relations is
to shape the future of the PR industry and those who
willleadit.Understandingthelatesttoolsofourtrade
is an important part of that future. To answer some of
thosequestions,weheardfrom210CEOs,1,583Public
Relations professionals and 378 students in the U.S.
and around the world. We hope this report shines a
little light on where we’re headed.
6. 4
G O A L S
Typically,wesurveyPRprofessionalsandPRstudents
for our annual Global Communications Report. This
year we added another very important audience—
CEOs—todeterminewheretheythinktheircompany’s
communication efforts should be focused. Working
with Chief Executive magazine, we questioned more
than 200 business leaders who run small, mid-size
and large organizations across the U.S. We compared
their answers with those of PR professionals to iden-
tify alignments and gaps.
First, we asked them about their most important
communication goals. Forty-four percent of CEO
respondents state their most important commu-
nication goal for 2019 is to sell their products and
services, while 39% say their primary goal is to differ-
entiate their company’s brand from the competition.
In contrast, virtually no one stated their most import-
antcommunicationgoalwasshapingtheircompany’s
position on social issues.
When we ask corporate communications professionals,
who often report to the CEO, 39% agree that differenti-
ating the brand is important, just the same as CEOs. But
only 25% report that sales is their highest priority. Not
surprisingly,communicatorsaremorefocusedondefend-
ing reputation and shaping opinion because that is often
their responsibility.
Interestingly, neither group places a huge priority on
marshaling data and analytics, which is at the heart of
what technology does. Data and analytics are a means
for building both brand and sales, and new technology
needs support from the top if it’s going to be effective.
7. 5
Defending brand
when it is under
attack from
outside forces
Of the following communications goals, which is the most important
for your organization in the year ahead?
Marshaling data &
analytics to gain
insight into opinions,
issues and trends
Selling products
and services
Shaping position
on social issues
Differentiating
brand from the
competition
15%
4%
39% 39%
14%
12%
44%
1%
25%
8%
IN-HOUSE
COMMUNICATORS
CEOS
8. At a time when high-profile corpora-
tions like Nike and Levi Strauss are
speaking out about societal issues,
it’s fascinating to discover that the
majority of U.S. CEOs have little inter-
est in being part of that conversation.
When asked which societal issue they
planned on speaking publicly about,
60% of the CEOs surveyed said they
were unlikely to communicate about
any social issue in 2019.
The percentages are reversed for
in-house communicators, which
means they are either out of sync
with their bosses, or they realize
their employees and customers
are demanding to know where their
companies and brands stand on the
issues they’re passionate about.
For CEOs who do plan to speak out,
the most pressing topics are data
privacy (45%), healthcare (41%) and
diversity and inclusion (28%). More
controversial issues like immigration
(15%)fakenews(13%)andguncontrol
(2%) ranked much lower.
Communicators pick the same topics
but place a much higher priority on
diversity and inclusion (64%), which
remains an important focus of the
overallPRindustry.Inthe“other”cate-
gory,manymentionededucationasan
issuetheywilladdress.Overall,itisfair
to say that today’s senior executives
aremorefocusedonissuesthatdirect-
lyaffecttheirbusinessthanthosethat
impactsociety.CCOsunderstandthat
mandate but take a broader view of
their responsibilities.
IN-HOUSE COMMUNICATORS
CEOS
60%
69%
31%
40%
Not likely
Not likely
Likely
Likely
Are you likely to communicate
about societal issues?
9. 7
Data privacy
Of those likely to communicate about societal issues, these are the most relevant topics
Fake news Gun control
Immigration Other
Healthcare Diversity &
inclusion
28%
45%
28%
64%
9%
3%
13%
2%
41%
15%
12%
28%
23%
9%
IN-HOUSE
COMMUNICATORS
CEOS
11. 9
ChangeremainstheonlyconstantinthePRprofession.
Again this year, the vast majority of global PR profes-
sionals (66%) predict the coming years will bring
considerable or drastic change. Agency executives
(72%) are more likely to expect substantial change
than their internal counterparts (60%). Students are
somewhereinbetween(66%).PRprofessionalsagree
that many factors will disrupt how we communicate,
but one dominates – Technology. A whopping 83% of
global communicators believe technological inno-
vations will be a significant driver of change in the
industry,whichisthereasonweconductedthisstudy.
C H A N G E
Some
Expected change in the PR industry over the
next five years
To what extent will technological innovations
drive this change?
Considerable Drastic
Moderate
Somewhat
Considerably
To a great extent
Not very much at all
53%
7%
2%
59%
23%
11%
61%
22%
6%
32%
8%
16%
AGENCY IN-HOUSE
12. 10
As we have seen in the past two years, the integration
betweenPRandmarketingisanotherimportanttrend,
accordingtoalmost90%ofsurveyrespondents.That
integration is pushing PR to adopt new technology
alreadybeingusedintheadvertisingworld.Competi-
tionalwaysspursinnovation,andrightnowPRisplay-
ing a little catch-up. The merger of marketing and PR
is also causing structural changes inside organizations,
agenciesandholdingcompanies,someofwhombelieve
integrationismoreimportantthanindependence.Anoth-
er result of this integration: PR agencies are hiring more
creatives and planners from advertising agencies.
WILL BECOME A LOT
LESS INTEGRATED
WILL BECOME SOMEWHAT
LESS INTEGRATED
STAY THE SAME WILL BECOME SOMEWHAT
MORE INTEGRATED
WILL BECOME A LOT
MORE INTEGRATED
Over the next five years, how will PR’s relationships with marketing change?
1% 2% 8% 39% 51%
13. 11
CEO / PRESIDENT
Which of the following terms best describes the
reporting line of your Communications department?
What person or division does your agency normally
report to inside of your clients' organizations?
OTHER
STRATEGIC
PLANNING
MARKETING
HUMAN
RESOURCES
OPERATIONS
45%
28%
11%
5%
LEGAL
2%
5%
4%
LEGAL
1% HUMAN
RESOURCES
OTHER
5%
2%
CORPORATE
COMMUNICATIONS
37%
MARKETING
19%
CEO
27%
BRAND
MGMT
9%
14. 12
Despite all this change, many PR professionals
surveyed believe their revenue and their budgets
will grow over the next 12 months, which will benefit
everyone. Agency executives (69%) are less optimis-
tic than they were last year at this time, when 86%
predicted growth. But they’re more optimistic than
their corporate counterparts. Only 32% of in-house
communicatorsprojecttheircommunicationsbudget
will grow in 2019, compared to 50% last year. Agen-
cies will need to make up the difference with market-
ing dollars.
15. 13
In the coming year, do you predict the budget for your
department will decrease, stay the same or increase?
In the coming year, do you predict the net revenue for
your company will decrease, stay the same or increase?
DECREASE
‘18 ‘19 ‘18 ‘19 ‘18 ‘19 ‘18 ‘19 ‘18 ‘19 ‘19
‘18
STAY THE SAME INCREASE DECREASE STAY THE SAME INCREASE
5% 5%
26%
15%
53%
24%
50%
32%
26%
9%
86%
69%
AGENCY IN-HOUSE
16. 14
M E D I A
The channels for delivering information are also
changing. Asked what communications strategies
would be most valuable to their companies in the
future, 38% of the U.S. CEOs surveyed chose social
media and online influencers (sharedmedia), slight-
ly ahead of original content distributed through their
company’s channels (owned media) at 36%.
Traditional media coverage (earned media) ranked
third at 14%, while a mere 12% say advertising (paid
media)istheirmostvaluablemeansofcommunication.
Although in-house communicators agree that owned
media will be an important communications channel
in the future, they place a higher premium on earned
thantheCEOs.Thebiggestgapbetweenin-housepros
and CEOs is the importance of social media.
Agency budgets are even more reliant on earned than
the in-house communicators, which may often be the
reason agencies are hired. While their revenue from
17. 15
this expertise will decline, media relations is predict-
ed to remain agencies’ dominant revenue generator
for the foreseeable future.
On the surface, the paid piece seems contradictory –
becominglessimportantforCEOs,whilemoreimport-
ant for communicators. The discrepancy is based on
what exactly is being paid for. When CEOs hear paid,
they think advertising, while PR people think social,
where earned is bolstered through paid support.
Shared media: social media and online influencers
Owned media: original content distributed
through company channels
Paid media: advertising and branded content
Earned media: traditional media coverage
We asked CEOs, which one of the following
communication strategies do you feel will be
the most valuable to your company
in the future?
14%
38%
Shared media
Earned media
36%
12%
Owned media
Paid media
18. 16
N O W N O W I N F I V E Y E A R S
I N F I V E Y E A R S
A G E N C Y I N - H O U S E
OWNED SHARED
PAID
EARNED
What percentage of your media revenue is generated from
work in these channels?
What percentage of your media budget is devoted to work in
these channels?
22%
12%
18%
37%
24%
15%
23%
28%
34%
20%
18%
25%
32%
21% 22%
47%
19. 17
Students are in tune with CEOs. They’re much more
prepared to deal with social media than the alterna-
tives. That’s where they live, that’s what they learn,
and that’s where they’ll work. They need to pay more
attentiontopaid.Ownedalsoneedsemphasis.Andas
a profession, we must prevent media relations from
becoming a lost art. In every channel, earned-first
will always be the most effective way to tell a story.
How prepared do students feel to work
within these media channels?
SHARED
70%
EARNED
56%
PAID
53%
OWNED
50%
20. 18
PR professionals recognize that artificial intelligence
isalteringthemedialandscape,buttheydon’trealize
how quickly it’s happening. They predict about 35%
of financial reporting will be written by robots in five
years, but Bloomberg reports that 30% of their finan-
cial stories are already developed by AI. Students
predict a greater percentage of robot journalism in
the future, but even they may be surprised by the
pace of change.
As all these channels collide, the PESO distinction is
becoming irrelevant to consumers. As we have seen
in previous years, 62% of communications experts
predict future consumers won’t be able to distinguish
between a piece of information written by a report-
er, paid for by a brand, or shared by an influencer.
Another 55% believe they won’t even care where this
information is coming from. If this is true, it’s unlikely
they will detect a piece manufactured by a machine.
62%
AGREE
AGREE
55%
In five years, the average person
will not care whether paid,
earned, shared and owned media
are clearly distinguishable.
In five years, the average person will not
be able to make a distinction between
paid, earned, shared and owned media
when they are consuming information.
21. 19
Bloomberg uses a system called Cyborg, which
according to The New York Times is able to assist
reporters in churning out thousands of articles on
companies’ earnings each quarter. The program can
dissect a financial report the moment it appears and
spitoutanimmediatenewsstory.Inadditiontocover-
ing earnings for Bloomberg, robots report on minor
leaguebaseballforTheAssociatedPress,highschool
football for The Washington Post and earthquakes
for the Los Angeles Times. These machines aren’t
yet replacing reporters, but they are helping them
modernize the more mundane aspects of their jobs.
As AI technology spreads, the PR industry will learn
how to write press releases that optimize algorithms
to ensure the most accurate, positive outcome possi-
ble (by the way, fancy diagrams don’t compute). In
a few years, PR robots may pitch media robots, but
will they meet for lunch?
In five years, what percentage of news content
do you predict will be written by Artificial
Intelligence?
Business coverage
Political coverage
General interest coverage
35%
42%
35%
37%
30%
30%
26%
21%
28%
35%
Financial reporting
Sports coverage
PR PROFESSIONALS STUDENTS
22. 20
T E C H
Tech is also important at the top of the organization.
Asked what aspects of their communications they
would like to advance though future technology, the
vast majority of CEOs stuck with tangible business
goals. One-third chose customer experience optimi-
zation as a primary objective, which opens a whole
new area of opportunity for PR professionals – CXPR,
wherediscretecommunicationisbuiltintoeachinter-
action a customer has with a brand.
Customer experience was followed by audience
targeting (22%) and measurement of results (22%),
which are the beginning and end of that journey. Less
clear-cut activities like reputation tracking, trend
prediction and crisis management were chosen by
fewer than 5% of the CEO respondents.
In-housecommunicatorsarealsoplanningtomarshal
technology around the customer. Measuring results
is their main objective for new technology, which may
finally quantify the real impact of storytelling.
23. 21
Audience
targeting
In the coming year, which of the following areas of communications would
you most like to advance through the use of new technology?
Customer
experience
optimization
Crisis
management
Reputation
tracking
Trend
prediction
Measurement
of results
Content
creation
20%
22%
12%
18% 18%
3%
33%
1%
22%
5% 4%
21%
6%
14%
IN-HOUSE
COMMUNICATORS
CEOS
24. 22
Marketingandmeasurementcontinuetosurfaceas
the key factors in driving the adoption of new tech-
nology. The competitive environment is also a big
factor for PR agencies who now regularly compete
with ad agencies, digital firms and management
consultants, all with deep roots in tech.
What is the primary driver for technology use
within your agency / department?
7%
19%
4%
18%
25%
28%
Integration of communications and marketing
Pressure to deliver measurable ROI
Increasingly complex competitive environment
Expansion of the amount of consumer data
Expansion of the number of media channels
Other
PR PROFESSIONALS
25. 23
Wheredoesnewtechnologycomefrom?Itappears
that the main source for corporate communica-
tors is outside vendors, which are multiplying like
megabits. Senior management plays an import-
ant decision-making role, especially on the agen-
cy side (48%). The IT department seems to be
more about maintaining than introducing tech,
while digital experts and junior staff are the ones
who really know what’s hot and what’s not. In the
“other” category, agency executives mentioned
that their clients also introduced technology to
their firms.
How do technologies get
introduced to your agency /
department?
15%
28%
35%
35%
34%
49%
48%
26%
21%
26%
9%
12%
IT staff
Outside vendors or consultants
Senior management
Junior team members
Digital practice / department
Other
AGENCY
IN-HOUSE
COMMUNICATORS
26. 24
How would you rate your company’s current ability to use the latest technology
to enhance the effectiveness of its communications?
Below Average
Excellent
13%
6%
10%
48%
35%
44%
29%
42%
39%
9%
16%
7%
Good Average
IN-HOUSE
COMMUNICATORS
AGENCY
CEOS
27. 25
It’sclearthattechnologyhasbecomeacriticalcompo-
nent of corporate communications for today’s CEOs,
and many are relatively pleased with the results.
Fifty-fourpercentofCEOssurveyedratetheircompa-
ny’s use of the latest communication technology as
excellent or good, with 46% admitting to average
or below. In-house communicators give themselves
significantly lower scores, while agencies think they
are more advanced.
All three groups view new technology as a valuable
investment in achieving their future business goals,
but experience says we have a long way to go.
28. 26
The number of tools available to the PR professional is
growing exponentially. But few are viewed as very
important to the communications work currently
being done. In fact, media monitoring services like
Cision and Zignal Labs, which have been around for
years, are ranked as important tools being used today
and tomorrow. By contrast, newer technologies – like
Virtual Reality, Augmented Reality and Voice Assis-
tants – are not considered important to current work
by roughly two-thirds of PR executives. Customer
Relationship Management, Search Engine Optimiza-
tion and Web Analytics fall somewhere in between,
and the importance of those tools is expected to
increase dramatically in the coming years.
Social
listening and
analytics
Social media
management
Influencer
identification/
management
Content
creation
Website
analytics
Search
engine
optimization
Customer
relationship
management/
marketing
automation
Media
monitoring
27%
54%
35%
54%
34%
51%
44%
50%
27%
44%
22%
41%
20%
40%
13%
36%
CURRENT WORK FUTURE WORK
29. 27
Social media tools show the biggest jump in impor-
tance from the present to the future, which tracks
with the growing importance of that media channel.
Over half of the respondents expect social listening
and influencer identification platforms will be very
important tools for PR professionals in the future.
Interestingly and perhaps alarmingly, only 18% of all
PR executives believe artificial intelligence, which is
being heralded as the next big thing, will be a very
important technology for them in the future. But that
may be because only 3% claim to be very knowledge-
able about potential AI applications.
Paid media
planning
News
dissemination/
syndication
Analytics/
Business
Intelligence
Voice
assistants
Conversational
bots
Virtual
reality
Augmented
reality
Artificial
intelligence
19%
34%
11%
33%
23%
28%
3%
18%
2%
15%
2%
14%
1%
12%
2%
11%
30. 28
Most PR people are confused by the concept of arti-
ficialintelligence. Futuristic visions of “Terminator,”
“BladeRunner”and“ReadyPlayerOne”canbescary,
but that world is a long way off. Today, without even
realizingit,we’reusingAIeverydayformanymundane
activities: asking Siri about the weather, receiving a
recommendation from Amazon or requesting an Uber
X. These tasks are made possible by machine learn-
ing. For the communications profession, AI is mainly
an analytics tool that allows us to do quantitative
analysis of massive amounts of data – with the hope
of making our strategies smarter, our results better
and our jobs easier. Most of the tools listed in the
glossary of this report are built on some form of arti-
ficial intelligence, and they will profoundly change
the way we think and work.
ThePRindustrywillbenefitfromartificialintelligence,
but we must also be aware of its drawbacks. Open AI,
a non-profit research organization founded by Elon
MuskandSamAltman,recentlydevelopedatransform-
er-basedlanguagemodelcalledGPT-2,whichistrained
topredictthenextwordbasedonallthepreviouswords
31. 29
in a text. Given a simple prompt, the model is capa-
bleofgeneratingapageortwoofhuman-qualitytext.
Despite the technology’s potential business applica-
tions,OpenAIhasdeclinedtoreleasethelatestversion
to the public, citing a concern that it might be used
to “develop deceptive, biased or abusive language
at scale.” Meanwhile, Gltr, an MIT-IBM Watson Lab/
HarvardNLPjointproject,analyzestextsandpredicts
whether it was written by a machine.
Artificial Intelligence will be very important in
future PR work...
STUDENTS
PR PROFESSIONALS
Agree
53%
18%
How knowledgeable are you about future applica-
tions of Artificial Intelligence in communication?
Moderately
Very
40%
46%
11%
3%
Not at all
Somewhat
32. 30
Whenitcomestocommunicationsplatformsthatwill
bemostimportantinthefuture,picturestellthestory.
YouTube and Instagram, whose popularity are based
on photographs and videos, are projected to be the
big winners in an era of decreasing attention span.
Google, an AI leader offering a portfolio of technolo-
gy tools, is not far behind. While visual experiences
will rule, text-based platforms may not: A mere 5%
feel Medium will be an important communications
platform in five years. Due to the greater number of
responsesfromNorthAmericaandEuropeaddresses,
it’s certain that WeChat and Weibo are under-indexed
in these totals.
Those who chose “other” predict the dominant plat-
form of the future has yet to be invented!
In the next five years, which of the following communication
platforms will be the most important to enhancing the
effectiveness of communication strategies?
YouTube
Instagram
Google
LinkedIn
Twitter
Facebook
WhatsApp
WeChat
Medium
Other*
Reddit
Weibo
Snapchat
30%
31%
46%
3%
48%
42%
35%
14%
4%
6%
4%
5%
5%
34. 32
What impact will technological changes in media have on
average citizens over the next five years?
Technological changes in media will make average citizens...
MORE POLARIZED MORE MISINFORMED MORE ENGAGED
74%
53%
61%
43%
61%
72%
STUDENTS
PR PROFESSIONALS
35. 33
PR professionals have a mixed view on the long-term
impactcommunicationtechnologywillhaveonthose
who are on the receiving end of it. Sixty-one percent
agree that the average consumer of information will
become more engaged, which is a good thing. But the
samepercentage(61%)believethattheirengagement
will be based on misinformation, which is not a good
thing. As a result, almost three-quarters (74%) see
society becoming more polarized in the future, which
seems impossible based on the divisiveness we are
alreadyexperiencingtoday.Studentsaremoreoptimis-
tic: Only 43% predict the average citizen will be more
misinformedand53%saytheywillbemorepolarized.
Thesestatisticshighlightthepowerofcommunication
technology, especially when employed to promote a
controversial point of view or disseminate misleading
information. Communications professionals have a
profound obligation to use these new tools respon-
sibly and to denounce those who do not.
36. 34
Al Golin wasn’t a fan of social media. He preferred
high-touch to high-tech. He believed in building rela-
tionships face-to-face, rather than on Facebook. But
there is no turning back. Technology is our future
and tomorrow’s leaders will embrace it. For a long
time, we’ve championed the art of Public Relations.
To remain relevant to our companies and our clients,
we must combine that art with science.
At the same time, we need to remember that our
job is to build relationships. Relationships between
companies,brandsandpeople.PRprofessionalshave
unparalleled insight, not shared by any other disci-
pline, into the elements of human connection. We
know how to listen and we know how to tell stories.
Technology will enhance these skills, but it will never
replace them.
37. 46%
23%
30%
47%
24%
31%
In the next five years, how would you compare the importance of
technology vs. human capital in the communication industry?
TECHNOLOGY WILL BE
MORE IMPORTANT
EQUAL IMPORTANCE HUMAN CAPITAL WILL BE
MORE IMPORTANT
STUDENTS
PR PROFESSIONAL
38. Glossaryofcompaniescitedinthisyear’s
Global Communications Survey. Defini-
tions curated from online sources by
Manuelita Maldonado (MSPR candidate);
edited by Nirit Weiss-Blatt, Ph.D.
S O C I A L LI STEN I N G A N D AU D I EN C E
I NTELLI G EN C E
Brandwatch: AI-powered social media
monitoring tool that offers business
insights based on online conversations,
and optimizes targeted influencer,
contentandpaidsocialmediacampaigns.
In October 2018, Brandwatch announced
a merger with Crimson-Hexagon (below).
Crimson-Hexagon:AI-poweredconsumer
insights company that analyzes audienc-
es, tracks brand perception and detects
G L O S S A R Y
markettrends.Thismultilingualplatform
covers social networks, blogs, forums,
news and public data sources.
Talkwalker:Sociallisteningandanalytics
companythatusesAI-poweredtechnology
tomonitoronlineconversationsandimag-
esacrosssocialnetworks,newswebsites,
and blogs and forums. Its tool provides
brand monitoring, competitive analysis,
business intelligence, media response
analysis, and early warning systems.
TrendKite: Digital PR platform that
uses AI technology to deliver audience
insights, provide data-driven reports,
conduct market research, and find media
contactstoextendamessageacrosspaid,
owned and shared channels. TrendKite
was acquired by Cision in 2019.
Zignal Labs: Media analytics software
that uses big data, machine learning and
digital media monitoring to measure the
impact of earned media projects, identi-
fy reputational risks (e.g., bot attacks),
and offer a comprehensive competitive
analysis for strategic decision-making.
WEBS ITE ANALYTICS
Google Analytics: Web analytics service
inside the Google Marketing Platform
brand that tracks and reports website
traffic.
SimilarWeb: Online market intelligence
platform that tracks apps and website
traffic statistics and analytics. It offers
customer insights and provides informa-
tion about a brand’s competitors.
36
39. SOCIAL M EDIA MANAG EM ENT
Hootsuite: Social media management
platform that monitors, measures
campaign results, and supports content
curation and team management.
HubSpot: Inbound marketing and sales
platform that provides tools for social
media marketing, content management,
customer service, web analytics and
search engine optimization.
Spredfast: Social media management
software that provides monitoring tools,
marketing and customer care solutions,
competitoranalysis,andcontentcuration.
Sprinklr:Socialmediamanagementsoft-
ware that monitors social media chan-
nels for advocacy marketing, influencer
marketing,socialadvertisingandcustom-
er care through social listening.
M ED I A M O N ITO R I N G
Cision: Earned media management soft-
ware for public relations and marketing
professionals. It provides online, broad-
cast, social and print monitoring tools to
helpbusinessesmeasureandanalyzethe
impact of their coverage.
Critical Mention: Media monitoring and
reporting platform that delivers real-
time broadcast, online and social media
contenttocustomersinbusiness,govern-
ment and non-profit sectors.
Meltwater: AI-driven intelligence plat-
form that provides media and social
media monitoring tools. It analyzes
billionsofonlineconversationstoextract
relevant insights, connect with influenc-
ers,measurecampaignperformance,and
identify competitors and market trends.
Newswhip:Contentdiscoveryandanalyt-
icsdatabasethattracksandpredictshow
people engage with stories and trending
topics on social media.
CO NTENT C R EATI O N
Audacity:Free, cross-platform software
that allows users to record, edit and
combine audio files.
Canva: Graphic design tool that uses
a user-friendly drag-and-drop format
to design, share and print content. It
provides access to a wide array of photo-
graphs, graphics and fonts.
37
40. S EA R C H EN G I N E O PTI M IZATI O N
SEMrush: Online visibility management
and content platform that allows brands
tobuild,manageandmeasurecampaigns
across all marketing channels. It offers
various tools for search, content, social
media and video advertising research.
Siteimprove: Software company that
offers cloud-based tools to automate the
process of identifying errors on websites.
It also offers a collection of integrated
tools to create high-quality content,
drive better traffic to websites, measure
digital performance, and work toward
regulatory compliance.
SpyFu: Online marketing platform that
uses SEO tools and reporting software
to analyze competitors, identify top
performance metrics, and determine
areas for improvement.
CUSTOM ER R ELATI ON S H I P MANAG E-
M ENT AN D MARKETI N G AUTO MATION
Eloqua: Cloud-based software platform
for marketing automation that aims to
helpmarketersandorganizationsmanage
their campaigns and drive revenue more
efficiently. Eloqua is a subsidiary of
Oracle Corporation.
Marketo: Marketing automation soft-
ware that allows businesses to create,
automate, manage and track campaigns
across web and social media channels.
Marketo is an Adobe company.
Salesforce: Customer relationship
management platform whose cloud-
based applications help businesses
track customer information, manage
customer support, create personalized
marketing campaigns, connect with
partners and employees, and access
AI-augmented analytics.
SugarCRM: Customer relationship
management system that collects criti-
cal information across sales, service and
marketing to build better business rela-
tionships with customers.
Zoho:Web-basedsoftwarecompanythat
offers a suite of business, collaboration,
online productivity and SaaS (Software
as a Service) applications in order to aid
a company’s sales, marketing, finance,
support and recruitment needs.
I N FLU EN C ER I D ENTI FI CATI O N AN D
MANAG EM ENT
BuzzSumo: Online tool that offers social
media reports and competitor analysis,
and identifies influencer shares, topics
and domains. BuzzSumo was acquired
by Brandwatch in 2017.
38
41. Creator IQ: Influencer marketing soft-
ware platform that uses machine learn-
ing to identify, measure and validate
relevant creators/influencers for social
media campaigns.
IzeaX: Platform that connects marketers
with influential creators to help auto-
mate influencer marketing, analyze
campaign performance, and customize
content development.
Traackr:Influencerrelationshipmanage-
ment platform that enables brands to
manage, validate, measure and scale
influencer marketing programs built on
relationships.
PAI D M EDIA PLAN N I NG
Ads Manager for Facebook and Insta-
gram: An online ad management plat-
form developed by Facebook that allows
from all sources to provide insights on
customer behavior, business processes,
revenue streams, and risks and rewards.
Sisense: Business intelligence software
that allows users to manage, visualize
and analyze complex data from multiple
sources in a short amount of time.
Tableau: Business intelligence platform
that offers an interactive visual analysis
of data in a short amount of time.
brands to create ads, manage when and
where they will run, and track campaign
performance.
Google Ads: An online advertising solu-
tion that businesses use to promote
products and services on Google Search,
YouTube and other sites. Companies can
customize their campaigns by setting
specific marketing goals, budgets, time
frames, audiences and geographic areas.
Twitter Ads: An online marketing plat-
form developed by Twitter where brands
can build tailored campaigns to promote
products, increase website traffic, and
attract new account followers.
ANALYTICS & BUSINESS INTELLIGENCE
Qlik Technologies: End-to-end data
management and analytics platform that
brings together an organization’s data
39
42. NEWS DISSEMINATION & SYNDICATION
Business Wire: Company that dissem-
inates press releases from thousands
of companies around the world to news
media, financial markets, investors,
databases, social networks and other
audiences. It is a subsidiary of Berkshire
Hathaway.
Outbrain: Performance-driven discov-
ery and native advertising platform that
distributes digital content on publish-
er sites. It uses behavioral targeting to
recommend online content to individ-
ual readers.
Taboola: Online advertising platform
for content recommendation, audience
acquisitionandnativeadvertising.Ituses
machine-learning algorithms to capture
what kind of content is most likely to
engage with each individual.
ARTI FI C IAL I NTELLI G EN C E (TOO LS
FO R D EVELO PERS)
ONNX.AI (Open Neural Network
Exchange): Open ecosystem that allows
AI models to be exchanged between
different cloud service providers, allow-
ing AI developers to use their models in
new places. This project is a collabora-
tion between Microsoft and Facebook,
and is available on GitHub.
PyTorch: Open-source deep learning
platform for Python, based on Torch,
often used for natural language process-
ing (NLP). The platform provides a path
from research prototyping to production
deployment. It is primarily developed by
Facebook’sAIresearchgroupandisavail-
able on GitHub.
TensorFlow:Open-sourcemachinelearn-
ing softwarelibrary for high-performance
numerical computation. It allows easy
deploymentofcomputationacrossavari-
ety of platforms, servers and devices. It
was originally developed by the Google
Brain team and is available on GitHub.
VO I C E AS S I STANTS
AlexaforBusiness:Amazonvirtualassis-
tant that automates and simplifies inter-
actions with technology in a corporate
environment. This service is integrated
with other platforms, which extends its
functionality to other services used in
the workplace.
Cortana Skills Kit for Enterprise Devel-
opers: Microsoft’s Cortana is a digital
assistant that helps users organize and
managedailytasks.WithCortanaSkillsKit
for Enterprise, businesses can build their
own speech bots for different domains.
40
43. Google Assistant: An AI-powered virtu-
al assistant that is primarily available
on mobile and smart home devices.
Third-party developers can use its soft-
waredevelopmentkit(SDK)toextendthe
appliances and build richer experiences
for their users.
SiriKit: API for integrating developer
applications with Siri, Apple’s intelligent
assistant.Thetoolkithelpsdevelopersto
addfunctionalitybybuildinganextension
that communicates with Siri.
CONVERSATI ONAL BOTS
AmazonLex:Service for building conver-
sational interfaces into any application
using voice and text. It uses the same
deep learning technologies that power
Amazon Alexa to build conversational
bots (or “chatbots”).
Live Chat: Live-chat software tool that
provides help desk software, custom-
er support and web analytics. This tool
helps e-commerce companies create
sales channels to support and engage
with website visitors.
Reply.ai: Chatbot building and manage-
mentplatformthathelpsbusinessesopti-
mize conversations with clients across
channels and websites.
AU G M ENTED R EA LITY (AR)
ARCore: Software development kit
developed by Google that allows users
to build augmented reality applications
for Android and iOS devices.
ARKit:Setofsoftwaredevelopmenttools
that allow users to build augmented real-
ity applications for iOS.
EasyAR:Platform where users can devel-
op augmented reality applications for
Android, iOS, UWP, Windows, Mac and
Unity Editor.
VI RTUAL R EALITY
Oculus VR: Company that specializes
in virtual reality software and hardware
products. It is a division of Facebook
Technologies. In 2015, Oculus partnered
withSamsungtocreatetheSamsungGear
VRfortheSamsungGalaxysmartphones.
41
44. 42
The data for the 2019 Global Communications Report
was collected through an online survey fielded by
the USC Annenberg Center for Public Relations (CPR)
and distributed through PR-related email lists and
social media groups. The survey was live between
January 7, 2019, and February 15, 2019.
The survey asked questions regarding changes rele-
vant to the PR industry and the use of technology
aimed at PR professionals (agency and in-house
professionals) and PR students. Responses were
subjected to extensive data cleaning to eliminate
dubious response patterns and respondents who had
misclassified themselves.
Thesampleforthissurveyisa“conveniencesample.”
Consequently, we cannot say that the responses are
representative of the respective populations. Never-
theless, we believe this data offers numerous direc-
tional insights into the attitudes and beliefs of PR
professionals and students.
M E T H O D O L O G Y
DESCRIPTION OF THE PR PROFESSIONALS SAMPLE:
The sample included in the analyses encompasses
1,563 responses from PR professionals, of which 803
were PR professionals working in agency/consultan-
cy establishments and 760 working as in-house PR
professionals. 65.6% of the PR professionals were
from the United States and the remaining 34.4%
from other countries.
Of those working for agencies/consultancies, 41%
indicated that they headed the organization and 22%
had significant management responsibilities with-
in the organization. Of the in-house PR profession-
als, 39% indicated that they were the most senior
communication professional in the organization and
an additional 40% indicated that they had significant
management responsibilities.
The PR professionals in the sample were mostly
between 45-54 years old (31%), followed by 35-44
45. 43
years (26%). 37% indicated that they were male,
61% female and 2% other or preferred not to answer.
Nearly half (47%) had 20 years or more of working
experience in the PR industry.
D ES C R I PTI O N O F STU D ENT S A M PLE:
The student sample encompasses 378 respondents.
The student respondents were 21% male, 76% female
and 3% identified as other or preferred not to answer.
85% were between 18-24 years old and 13% between
25-34 years. 78% were from the United States. 77%
were undergraduate or honors students. 54% had
work experience in the PR industry.
D ES C R I PTI O N O F C EO S A M PLE:
CEOs were surveyed through Chief Executive maga-
zine in November 2018. The CEO sample encompass-
es 213 responses from companies of various sizes.
20% report revenues between $10 million and $24.9
million, and a similar number between $100 million
and $1 billion. 7% of the respondents have annual
revenues greater than $1 billion, while 19% report
revenues less than $5 million.
46. 44
A C K N O W L E D G M E N T S B O A R D O F A D V I S O R S
Dean Willow Bay
Gordon Stables
Tina McCorkindale
Daniel Munslow
Ulrike Gretzel, PhD
Nirit Weiss-Blatt, PhD
Alexandrea Bell
Yi-Shan (Linda) Chen
Hafsa Fathima
Manuelita Maldonado
Sandra Stanisa
Patricia Lapadula, design
Suzanne Boretz, graphics
Rachelle Martin, website
Jasmine Torres, events
ASCJ TechOps
USC Center for Public Relations
DIRECTOR
Fred Cook
fcook@usc.edu
ASSOCIATE DIRECTOR
Burghardt Tenderich, PhD
tenderic@usc.edu
CHIEF PROGRAM OFFICER
Ron Antonette
ron.antonette@usc.edu
OFFICE OF THE DEAN
Tina Vennegaard
tinaven@usc.edu
Jessica Adelman
Adrienne Cadena
Cathy Calhoun
Janet Clayton
Alex Cohen
Stephanie Corzett
R. Matt Davis
Corey duBrowa
Bob Feldman
Matt Furman
Robert Gibbs
Cynthia Gordon
Simon Halls
Matthew Harrington
Bill Imada
Megan Jordan
Molly Keveney
Tom Lange
Elizabeth Luke
Torod B. Neptune
James T. Olson
Glenn Osaki
Ron Reese
Heather Rim
Stuart Smith
Don Spetner
Tyler C. Stevens
Kirk Stewart
Michael Stewart
Julie Sugishita
Oscar Suris
Daniel Tarman
Dave Tovar
Amy von Walter
Julia Wilson
Deanne Yamamoto
Blythe Morris Yee
Melissa Waggener Zorkin
47. U N D E R W R I T I N G P A R T N E R
S U P P O R T I N G P A R T N E R S