Rob Coleman

Communications Trends to Follow in 2012

In Corporate Communications on January 5, 2012 at 2:49 pm

Stay on Target in 2012

You see them every year around this time: trends and predictions for the new year. Every industry, from business and politics to sports and entertainment, has umpteen articles about what’s in store for the coming year. The communications industry is no exception.

I’ve enjoyed these articles, as they often prove useful to my goal-setting and idea generation. I’ve been bookmarking them and decided to document some of them here at Communications Summit.

Nick Morgan at Forbes kicks off my list with “Morgan’s Top 5 Communication Trends and Predictions for 2012.” His points seem to reinforce what we are already figuring out — that many people simply don’t read much anymore. Our national discourse has been “Twitter-fied” with our attention spans lasting about 140 characters. Videos, short and snappy, are both the present and the future.

The PR Coach answers the question, “What are the Top PR Trends for 2012?” Content, curation, connections, community and counsel are the 5 C’s identified as the top trends.

Kivi Leroux Miller has posted some interesting infographics specifically related to non-profits. “2012 Nonprofit Communications Trends” at gives a snapshot of where communications professionals are investing their resources. Digital communications, led by the organization’s website, Facebook page and e-mail campaigns, remain the dominant means of communication.

At BostonInno, Kevin Green tackles the social media realm with his “5 Social Media Predictions for 2012.” Among his list, the item in which I am currently engaged is the Inside/Out Social Media. Our organization houses many individuals engaged in social media. Our current task is to develop a strategy to utilize these social butterflies in a positive and coordinated manner that represents the company in a professional way and nurtures useful relationships. We have produced a set of rules that anyone “socializing” on behalf of the organization must follow.

Russell Working at Ragan Communications touches on a lot of social and internal communications ideas in his article, “Corporate Comms Trends to Watch in 2012.” There is a little something for everyone in the industry here, so it’s definitely worth a read.

For those in the sports industry like me, Tomas Janca provides a slideshow outlining “10 Sports Marketing Trends for 2011.” Each topic includes case studies from various sports entities that illustrate its effectiveness.

And finally, March Communications provides the shortest list of trends (just three, but they are good) with “PR Trends to Watch in 2012.”

Of course, it is up to us as communications professionals to separate the sustainable trends that will have lasting impact from the short-lived fads that will never really deliver worthwhile results (probably because they were bad ideas to begin with).  As you do this, my New Year’s wish is that 2012 will be a time of growth and innovation for each of us and each of our companies.

  1. Thanks for including us in your roundup!

  2. Absolutely. Your point about decentralizing social media was a good one, and it’s one that we are implementing now at our company. Social media is not just for the PR professionals anymore.

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