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The beginning of each year offers an opportunity to reflect on the current trends shaping each industry, inviting plenty of speculation about the forces that will influence our work in the coming year. The field of public relations is no exception. As 2013 begins, consider the following predictions on what factors will shape our work as PR professionals.

Get Serious About Social Media

2012 saw a surge in the amount of “hard news” being spread via social media platforms. From political discussions regarding the U.S. election to updates on the combative Israeli-Palestinian conflict, Twitter emerged as a powerful tool in breaking news quicker than traditional outlets.

As more and more people rely on social media for fast reporting however, it’s likely that more consumers of media will demand a higher level of accuracy. While the quick, sound-bite style is useful for spreading messages quickly, 2013 may be the year that…

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