What is certain is the importance of knowledge about trends for the work of PR professionals to:
To create a vision of the future that can be translated into innovative and future-proof concepts and strategies
To fulfill your role as sparring partner well. As Betteke van Ruler says about the characteristics of effective communication professionals: “Communication is usually not a matter of directing but of adjusting, and that only works if you understand the connection to current events.”
Fortunately, there are practical ways to keep track of trends.
2.1 Trendwatchers
Agencies provide trend watchers and futurists on a japan phone number list project basis who think along with you about your strategy. They do this via customized processes – with research, analysis and advice as fixed components.
Sometimes a short session with a leading trend watcher is enough to start trend analysis within your organization. And that doesn't have to be about abstract perspectives. At TrendConnection, for example , you will find young trend talent who will update you on specialist themes - from the future of our funerals to the trends in our coffee.
2.2 Trend monitoring
Long-term, continuous trend research is an ideal way to stay up to date with developments in the sector. You can outsource this research to agencies. But with a little effort, you can also follow trends yourself and use the knowledge about them. This means, among other things, keeping an eye on current professional literature, studying future scenarios, and interpreting statistics and figures. In the field of PR, the trend publications of Logeion, Nielsen and The Holmes Report, for example, are absolute must-reads.
Do trends sound complicated? According to 'future coach' Hilde Roothart, trend watching is essentially about observing and organizing. And: “Making connections and thus, on the one hand, extending timelines, on the other hand, recording trend breaks. (…) We can all get ahead of our time, if we no longer use the laws of the past as the standards for the future. Everyone can become a game changer, challenger or incubator at any place and at any time within their own possibilities. As long as we look in the right direction.