By Serena Ehrlich, Director of Social and Evolving Media, Business WireEarlier this year, I had the pleasure of sitting down with Erica England and Mike Neumeier from Artketi Group to discuss the current landscape of search and social media and its impact on public relations.What resulted was an intense 15 minute discussion on why 2016 will be such a huge year for the PR industry. We discuss the 5 key factors into news visibility and the changes PR pros must take to be successful in this new landscape, including:

1. Trust: Decision makers trust editorial coverage more than any other type of company generated content.
2. WOM: Search and social platforms have aligned to give heavy weight towards the promotion of news releases and news coverage
3. Media Relations: Reporters are busier than ever, and their success metrics have moved from quality to clicks; use Twitter lists to identify and build relationships
4. News Releases: PR pros need to evolve their vision of news and news releases if they want to get coverage - text only news releases and social updates must stop now
5. News Visibility: PR pros need to create news content visibility programs leveraging internal and external audiences to ensure their news reaches and activates desired targets

If you are interested in increasing the impact of your PR program in 2016, take 15 minutes and listen to this podcast.Want to learn more about creating your own news visibility program or increasing your PR results? Let me know! Once you adopt these changes and start enjoying the results, you will truly believe that 2016 is the year of news visibility.