This is a guest post by Nick Holland from ARPR.

Much has been said about the PR industry’s struggles to adapt and find its place in a world that is becoming increasingly interconnected.

Global PR industry growth slowed 5% in 2015, and Gould Partners says annual agency operating profits have consistently fallen, dropping from about 19% in 2011 to about 15% in 2017.

As if that weren’t enough, the roller-coaster ups and downs of 2017 has made executives more conservative by reducing their marketing and communications investments as cost-cutting activities are now prioritized over long-term investments.

While these figures can be unsettling for agencies and professionals that fail to see and adapt to PR’s growing value in departments like sales, marketing and more, PR professionals now have more resources than ever to demonstrate and prove the value of our craft from headline to sale.

The rise of new digital media channels, marketing technologies and analytics software are a few of the new tools at our disposal to accomplish this. As we transition into a new year with new possibilities, it is important to understand some of the ways PR has changed in 2017 and how you can take advantage in 2018.

In 2018 PR is….