This week I came across the list of five PR trend Predictions for 2009 at www.davidmullen.com "Communications Catalysis."

1) People Relations. P in PR is changing from "public" to "people." Because of new media it is easier to target people based on their interests and have a conversation with consumers. PR practitioners try to build more compelling and meaningful relationships with people.
2) Measuring People. More companies see the value of measuring rather than just impressions and advertising value equivalency.
3) The Death of "Viral". More clients understand the difficulty of achieving success at creating "viral" campaign and instead concentrate on creating smart integrated campaigns that include compelling digital work.
4) More Story Opportunities. As media outlets are expanding online, there are more opportunities for coverage. More journalists use social media as a tool. PR practitioners who go beyond traditional media "will land more stories and help their clients look like superstars".
5) The People's Choice. Share what you think has changed about PR. what is new and different?
Let me know what you think and if you agree with these trends for 2009. What are your predictions about PR trends for 2010?