Public relations agencies and teams, says Paula Bernier, must 1) address artificial intelligence and machine learning; 2) influencer marketing; and 3) focus on millennials. Sarab Kochhar, director of applied research for the College of Journalism and Communications at the University of Florida, writes that, “Researchers and practitioners in the field of public relations should explore how AI and ML are helping organizations automate campaigns and create new and stronger connections with customers leading to hyper- personalized experiences,” in the report “Top Three Trends That Will Drive Public Relations Research in 2017.”

As Kochhar mentions, influencer marketing is another trend impacting businesses, consumers, marketing, and public relations. Influencer marketing is important because influential individuals can help or harm a company’s brand, can greatly increase brand awareness, and can even drive conversions.

“Wharton Marketing Professor David Bell says that brands looking to create a presence in the digital space quickly realize that the way to get to their audience is through...