#3 Old ideas become new again. We’ve stopped doing things such as deskside briefings, large events, direct mail, commenting on blogs, engaging on the social networks, and surprise packages via overnight delivery. Those tactics will become new again as communicators focus more time on finding the right solutions instead of what’s new right now.
#5 PR technology becomes a must, not a nice-to-have. The communications industry will become more accountable to drive their efforts through data. Those who don’t figure out how to become a profit center instead of an expense will die that slow death I mention above.
Interesting to see that the same forces are transforming the PR industry.