With the PRCA publishing its 16 recommendations to ensure great communications over the coming months, communication strategy now more than ever must respond to changes occurring in the wider world.

It has become abundantly clear that digital is no longer just a communications strategy; it is communications. 2015 saw the rise in virtual reality for advertisements, campaigns and branding; social media and mobile-friendly apps and sites also become much bigger players in company digital strategy. Much digital content has progressed from the preserve of desktop computers and laptops to phone screens and hand-held tablets. This year proved that companies must find a way to adapt their content to suit this audience.

Accordingly, one of the first trends identified by the PRCA as key for communications in 2016 is video marketing. Again, this can be attributed to the ever-increasing number of people with smartphones and the pervasiveness with which the video format has become part of visual communication strategy.

From a less digital perspective, social awareness is a perhaps understated but nevertheless important factor in the continued development of brand campaigns. While CSR is advisable to build into your brand campaign regardless, 2016 has been cited as the year of knowing your social purpose. If the entire company is aware of what it is striving to achieve and works towards a common social goal, the company image will benefit indefinitely. Consistency and transparency are key for corporate communication; and will be a renewed focus for 2016.

Political issues are also set to feature high on the agenda in any company’s corporate communications strategy. The European Referendum and a potential ‘Brexit’ are causing companies to consider their communications and media in a more measured way; particularly if it involves international partners. David Cameron has hinted that the referendum might take place as early as 2016, and by 2017 at the latest. This means that in the following months it will be crucial for companies involved in international business to consider stakeholder relationships and the implications of a potential exit vote.

For the full list of PRCA predictions, follow the link here: http://news.prca.org.uk/prca-announces-16-for-16-16-recommendations-for-great-communications-in-2016/