Communication in 2016 will be very exciting

From year to year it becomes increasingly difficult to predict trends and what awaits us in the coming year. The reason for this lies primarily with the rapid development of technologies that cause changes in the business, as well as the evolution in our industry - public relations.

Thanks to the development of technology, only in recent years have opened up entirely new channels of communication. It started with social media through blogs, YouTube channels ... to the announced service Digital Dude company Ericsson, which will be with the help of sensors, no larger than a button on his shirt and a smart application to create a personal virtual assistant - so called. digital butler for different things.

But to get back to what awaits us in 2016 in the field of communications. For many years, the story of the traditional written statements to the media, as well as on how it will because of the development of the Internet and social networks this PR tool disappear. I'm sure it will not happen in 2016 and probably not in the foreseeable future. But if the way we communicate, how Apple and many other companies have applied for years through video conferences, webinars, video tutorials and the like, surely further developed. Companies will increasingly interact with their customers in this way.

Content is the most important since there are public relations, will this year further adjusted target audiences through various platforms and tools. Also, care must be taken that the users through the content, which is placed, educate, which should also contribute to reducing their impulsive reactions, especially on social networks, which companies can cause serious damage. (Perhaps the best example is the case of Tonus who have recently had).

Google Search has become the first step in personal and professional information, and the importance of online reputation needs no further talk. In Chapter 4 we are continuously training agency with clients including cross-border campaigns. We advise them how to create their own internet presence in a controlled manner, and how the content is strategically planned, systematic, attractive and well adapted to the target groups. She looked'd be on a relatively new target group of the so-called. Milenijalse which from year to year is becoming increasingly important because they are precisely those years the largest consumers of what the company, regardless of possible deal, nude. So it's 2016 key that they include in their communications efforts, if they have not already, and that his campaign customize their digital habits.

What I see as one more challenge in communicating this year, although it has been going on for years, is the impossibility of placing information in the media unless you are an advertiser. This is a serious problem and with one hand I understand the media, because most of the advertising for only one type of financing. On the other hand, because of this practice, media consumers remain deprived of information, and the media lose their primary role of information. Unfortunately, there is no end in sight. I hope that the media will be more flexible and that the essential news that the company marketed (such as eg. Support the local community, research relevant for the market ...) positive cases qualify regardless of whether the advertiser is a company or not, and that the company on the other hand, since they are important to their conscience placed in print media find room in their budgets to include them in their campaigns.

Industrial relations suffered extreme changes in recent years and continues to be a very dynamic development. Working in communications today is an extremely exciting and challenging, and given the already mentioned development of technologies which opens up new possibilities, we need to constantly and carefully monitor the changes, trends and additional education in order to be successful.

The text was originally prepared for the addition - communication sector in Serbia in 2016 in the magazine Cord