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What are the top trends that matter to communications professionals in the coming year? As we take a look into the communications/PR crystal ball, here are two takes on sure bets for 2012.

See online:

5 things PR pros can expect in 2012, by Gil Rudawsky via GroundFloor Media (listed below)

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What are the top PR trends for 2012?, by PR Coach Jeff Domansky via www.theprcoach.com (listed below)

5 things PR pros can expect in 2012

News media will continue to struggle.

In the last month, a variety of online news sites and newspapers trimmed their staffs once again. The Denver Post, for instance, accepted buyouts from 19 staffers, whose combined experience at the paper was 470 years. For the PR world, this means only the best pitches will rise to the top, given staffing issues and declining news space.

Social media will continue to define PR.

Social media will grow as our go-to venue for our clients, bypassing traditional outlets. The downside is that bad news will spread faster and reach more people, elevating the role of crisis communicators who try to control the conversation.

PR will lead technology and communication innovation.

The two are inextricably linked, so our profession will be at the forefront of new ways to communicate using emerging technologies. We also will support a new wave of communications from mommy and daddy bloggers to content aggregators.

The debate over paid versus earned media will continue.

As the PR world looks to alternative messaging conduits, we will need to specify the evolving roles of paid and earned media. We will compete with marketing and SEO companies that pay for placement as we struggle to get earned hits.

PR's role will continue to grow.

Call it the court of public opinion. Clients increasingly will understand the value of proactive and reactive PR. The speed at which messages move means we will keep our seats at the strategy table. We will bring our views on the changing media world, reputation management, crisis communication, internal communication, and community relations.

Gil Rudawsky is a former reporter and editor with 20 years of experience. He heads-up the crisis communication/issues management practice at GroundFloor Media in Denver. Read his blog or contact him at grudawsky@groundfloormedia.com.

What are the top communications/PR trends for 2012?

What are the top five trends that matter to PR pros for 2012? Conveniently, all five start with the letter “C.”

Here are my predictions for public relations trends to watch during the next year. All brought to you by the letter C.

Content Marketing is Hot

In my view, 2012 will be the year of content. Great content will rule even more and advertising will still drool. PR pros need to master content marketing and take it to higher levels. It’s becoming an important strategic weapon as traditional advertising and marketing “push” campaigns fail to get results with jaded or overwhelmed consumers.

Think about how you can use content strategically in traditional and digital or social media channels. Some of the best content marketing strategies include: trends, problem solving, how-tos and case studies. Videos and storytelling also create big impact. All designed to demonstrate leadership, enhance reputation and reach out with real value to important stakeholders.

Curation – the Newest Strategic PR Weapon

On the heels of content marketing, curation grows as an essential strategic tool. PR knows how to research and gather intelligence. What we’re learning now is the potential impact of packaging, adding value to content from many sources, and presenting it. The value of curation is the quality of what we share. The more substantial and valuable the information, the more we enhance reputations, build influence and gain attention.

Connections Remain Critical

PR has always been about creating and enhancing connections. Never more so in this era of social media. Look for new people, organizations and allies to connect with in 2012 but don’t forget to stay connected with those already closest to you.

Community Building Counts

Once you have connections, the most important role PR can play is to build substantial communities. Social media offers us so many new ways to build community. Our challenge is to not be overwhelmed. Pick your channels, keep it simple, listen and nurture two-way organizational communication. And remember the value of old-fashioned, face-to-face communications in community building.

Counsel Matters to the C-Suite

Wise counsel will always win the day particularly in a crisis or in conversations with C-level executives. Management or clients expect communications leadership and it’s up to PR pros to deliver.

What’s on your PR horizon for the new year? Will any of these letter “C”s be a factor in your public relations success in 2012? I’d enjoy hearing your predictions.

Let’s start the year with one final letter C – great Conversations!

Jeff Domansky is The PR Coach, a strategist and PR management consultant in Vancouver, BC Canada. Follow him at his blog and on Twitter at @ThePRCoach.