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During the month of December, we always host the 12 Days of Christmas—our take on the holiday tradition and song. Because we run it all month on the blog, we thought it’d be fun to do the second, 9th, and 16th days on the podcast. If you want the entire series, pop over to Spin Sucks and sing the song along in your head with us.

On the second day of Christmas, Spin Sucks gave to you two PR trends and one mindset shift (in a pear tree).

No matter where your communications role lies, you can go into the new decade strong if you embrace these two trends: creative storytelling and the PESO model.

PR TRENDS: CREATIVE STORYTELLING

Let’s start with creative storytelling. It’s not a new trend—we’ve been talking about storytelling for a few years now—and it’s not like sitting around a campfire trying to terrify the children in your life. No, this is about storytelling that allows your customers to imagine how miserable life would be without your product or service.

In this episode, I talk you through what that means for your organization, no matter what it does, and how you can incorporate it into your marketing efforts in 2020.

Ignore the high school English class advice you received about how to craft a story and tell one instead that is relatable.

I discuss what that looks like, how you can ignore what you know, and where you’ll have the most success.

PR TRENDS: THE PESO MODEL

The PESO model, for those of you who are not familiar is the integration of paid, earned, shared, and owned media. Traditionally, PR falls under earned media—media relations, publicity, whatever you want to call it.

AdAge recently published an article on this very topic and I couldn’t agree more.

Today, even if we’re not asked to do more, it’s our responsibility to start to add in the other media types. Not only has media changed enough that it affects the E in the PESO model, but it’s hard to measure it beyond brand awareness and reputation.

SPIN SUCKS PODCAST

In this week’s Spin Sucks podcast episode, you’ll learn:

What storytelling looks like for B2B, B2C, and nonprofits.
How to tell a story that is relatable and engaging.
Where paid media fits into a communications program.
How earned media has changed—and what you can do about it.
Staying ahead of the trends in shared media and why you don’t have to do #allthethings.
What owned media looks like in 2020 and beyond.

Of course, it’s challenging to limit to only two trends. There are lots of other things on the forefront, such as artificial intelligence, machine learning, virtual reality, and virtual events made to look like real-life.

With that, I’d love to know what you think are the trends for 2020—and an entirely new decade. You can find me in the free Spin Sucks community.

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. She is the co-author of Marketing in the Round and co-host of Inside PR. Full bio