Danijel Koletić, founder and director of the agency Apriori World presents his view of communications in 2016.
New communication habits definitely settled in during the year behind us. Online communications and social networks are expecting more digitalization through useful software and apps, which will be the main trends in 2016. Reputation management, brand value and brand position will no longer be measured by print media, but by digital media. In addition to the number of followers, the quality of these followers will be much more important in reputation analysis. Print media will survive in the real world, but this is due to readers’ habits, the print nostalgic and also the media from the world of fashion and lifestyle, who have their own tradition.
Analysis of media reports, innovations in processing methodology and methods of evaluation of content management on social networks will be a major factor in assessing brand perceptions. Despite the frequency of faster ways of working, and thus the absorption of content, quality will still retain a major role. Public relations will definitely take up a new position, not only in the region but also on the world stage, because of the function and methodology of communication tools.
Ahead of us – I dare say – is a crucial year for public relations and communication processes in marketing and brand management. The profession is changing, and the new generations employed in the communications sector have their place, if, in addition to creative expression, they also have highly developed management skills in the digital space.
