CorpComms Magazine

Making predictions in the current economic climate is a risky business but it is safe to say that communications budgets will be under more scrutiny than ever this year. Being able to demonstrate value to a business will be the key to communicators thriving in the current environment. I expect organisations to adopt new methodologies that look beyond volume and share of voice and measure the real impact of PR campaigns.

Could this also be the year when the importance of online coverage matches that of the traditional media? The Guardian, for example, boasts 15 million unique users to its website. How does a story online stack up against a story in the printed edition? The reorganisations that many traditional media outlets have undertaken to integrate their services will further impact the importance of internet coverage, with print and broadcast being used as a gateway to a vast library of content online.

I expect to see giant strides on the monitoring and measurement of social media, as the power of these media to influence reputation and brand continues to grow. Furthermore the fast growth of the mobile Internet, enabling access to news and social media from anywhere, at any time, further increases the pace of the news cycle and communications managers will need to respond with agility to the challenges posed.

From a personal point of view, I am looking forward to the launch of CisionPoint, a solution that I believe will provide communicators with the tools they need to do a more efficient and effective job and to face some of these challenges head on.  

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