We are well into 2015, so now is a great time to analyze what’s going right and what needs to be changed. Staying on top of PR trends can be a difficult and time consuming job, but somebody’s gotta do it! Not sure where to start or what requires the most attention at this moment? Here are 4 important PR trends to keep an eye on during this year and into 2016.

Quality over Quantity

This has probably been said a million times over (maybe even by us), but sending out tons of information doesn’t necessarily make a company worth listening to. Pay close attention to the content. Is it relevant? Does it say anything important? Will consumers care? Obviously, the answer to all those questions should be yes, but a lot of brands don’t put that kind of thought into it. They think quantity will get them noticed. Entertain and engage customers, don’t overwhelm them. Remember—a good piece of quality content can be used over and over again, so taking the time to come up with something great is really important.

Adapt your Visual Content

At this point, it should be clear that visual content is here to stay—and it’s growing in popularity! Videos, photos, and infographics are important tools when it comes to PR and marketing, so try to set aside a decent budget to develop these areas. Globally, video posts per person on Facebook have grown 75% year over year. Depending on your business, consider developing visual content that is short enough for social media and can be easily shared from person to person.

Shift to Mobile

Doesn’t everyone have their phone with them at all times? We all have that one friend or family member who tries to stay off-the-grid, but 58% of American adults owned a smartphone in 2014. The shift to mobile has been inevitable, so don’t continue to be foolish by ignoring its influence. Making sure consumers can access company information on-the-go is now a necessity. Don’t get left behind by competitors—make the shift to mobile and develop content to support your brand.

The PR and Social Media Overload

Social media is looking a bit cluttered these days, isn’t it? When every company has a Facebook page and is active on Twitter and Instagram, it can be hard to stand out from the crowd. Social media influence is becoming more exclusive, so finding your brand’s niche is becoming increasingly essential. Since 75% of consumers say they use social media as part of their buying process, reclaiming influence will be of utmost importance for most companies. Take some time to figure out what audience needs to be reached, who the company is trying to target, and what the brand wants to be known for. Be recognized as an expert in your field!

It’s important to check in from time to time to see what PR trends are worth keeping an eye on. Are there any we missed? What do you think has been most beneficial for your company? Share with us!