Following developments in technology, media and society is part of working in PR. At the beginning of 2018, three themes stood out to our team: emerging technologies, the arrival of the GDPR and the growing influence of Generation Z. This article looks back at those expectations in their original context.
Artificial intelligence, machine learning, smart devices and blockchain
As a PR agency focused on technology companies, we regularly encounter new technical terms. In 2018, artificial intelligence, machine learning, smart devices and blockchain were becoming increasingly familiar subjects in our client work and in the media.
Chatbots, virtual assistants and connected household products were moving into everyday conversations. These developments gave us new angles to explore in campaigns and communications plans. They also raised a familiar challenge: explaining what a technology means to the people using it, rather than relying on the label alone.
Our media monitoring reflected that change. The terms appeared more often in coverage, and discussing them became a normal part of agency life. Even our office offered examples, with a Smart Garden and a connected lighting installation bringing some of those ideas into our own workplace.
The arrival of the GDPR
Data protection was another major topic in the run-up to May 2018. Clients were discussing the General Data Protection Regulation, known as the AVG in Dutch, and what it would mean for the way their businesses handled personal data.
For communications teams, the subject had two sides. It created opportunities to explain relevant developments and contribute informed content. It also required attention within agencies themselves. A Benelux PR agency works with client and media contact information, so responsible handling of that information matters in its own operations.
The original article also connected the subject with preparation for data incidents. The communications lesson remains that organisations should think about how they would respond before a crisis occurs. Our article on the fundamentals of crisis communication explores that planning perspective.
Generation Z and young creators
After years of discussion about millennials, attention in 2018 was increasingly turning to Generation Z. As the oldest members of this younger generation entered working life, brands were thinking about their growing role as customers.
These audiences had grown up with the internet, mobile phones and social media. Reaching them required an understanding of the channels and people they chose to follow. It was not enough to transfer the same message from an older medium to a newer one.
The article highlighted young YouTube creators, then sometimes described as “YouthTubers”. They shared their experiences through vlogs and built audiences of their own generation. For PR professionals, this was another reason to understand creators’ relationships with their followers and the place of influencer campaigns in a broader strategy.
From trends to relevant communication
These were only three of the themes we expected to encounter in 2018. Looking back, the underlying task is recognisable: follow developments, understand why they matter and help clients respond with relevant communication.
To discuss the themes affecting your business today, contact our team.
Corinna
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