PR professionals always want to find the most effective way to circulate their content: Enter trend forecasting. 

This is the process of researching and formulating predictions on the future buying habits of consumers. Forecasters identify these trends by taking note of social, cultural, economical and ethical shifts in consumer behaviour. 

This forecasting is done by
  • identifying the source of a trend
  • monitoring how this trend evolves over time, and
  • recognising the patterns of trends.
Trend forecasting is important in a PR context because identifying emerging patterns can help PR professionals make pertinent contributions to their industry while they are still relevant. This is important because this will enable PR pros to participate in discussions in their industry as it is picking up steam — as opposed to when it is no longer applicable. 

Now that we know why trend forecasting is essential in public relations, let's dive into three ways PR pros can become a master forecaster:

1. Keep your finger on the pulse of the latest news

As a PR pro, you work on:
  • telling stories about brands and companies
  • managing crises
  • conducting a ton of research to understand their clients, their audience and their industry
  • communication with the media, and
  • planning events.
This being said, it is crucial that PR pros constantly stay on top of the latest news as they need to increase their awareness of what’s trending and what consumers are talking about. 

By working towards this awareness and doing loads of research, you will not only be able to stay up to date with trending news, but you will also be able to build your insight on surrounding industries; and, as we all know, knowledge is power. 

2. Work on becoming more social media savvy

As stated above, PR professionals do a great deal of work with events, communications and managing crises. This makes being social media savvy essential in this field. 

Why? Well, social media is the hub of information, making it the epicentre of trends. If a PR pro is well-versed in how to navigate social media, they are able to stay on top of any crisis, promote their events and conduct research on shifts in consumer behaviour. 

Those working in the industry can improve their ability to forecast trends on social media by:
  • determining what content their audience is most receptive to
  •  keeping an eye on the content competitors are creating, and
  •  possibly utilising media monitoring tools to help PR pros to validate trends.
By validating these trends, they are able to confirm whether it is something they should act on or not. 

3. Think outside the box

Creativity is not the first thing that comes to mind when one thinks of PR, but it should be. PR pros have to constantly come up with inventive concepts, enticing pitches and fresh ideas for campaigns. This means that they are constantly having to come up with unique ideas. 

Analytical skills aside, creativity is a key attribute in trend forecasting. A PR pro needs to be able to think outside of the box to identify emerging trends. 

As trend forecasting is all about understanding consumer shifts and product trend predictions, creativity plays an essential role in putting this knowledge into practise. 

As a PR pro, have you tried your hand in trend forecasting? Let us know in the comments section below.

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Want more about how to up your PR game? Then be sure to check out the Notes on how to operate as a successful PR spokesperson.
*Image courtesy of Vecteezy