Econsultancy has published a briefing paper called Online PR Trends Briefing (free, but free sub required).

Written by Aliya Zaidi (@evolutionlondon) it’s full of opportunity and optimism for the PR industry and is worth 20 minutes of anyone’s time to review.

Here are the headline trends (read: opportunities to develop services for clients):

• Agencies are offering online reputation monitoring services and clients are investing in paid for solutions as a means to derive better insights
• There is a strong push to establish industry-wide metrics for measuring online reputation

The Net Promoter Score (NPS) is cited as a useful mechanism for creating a direct link between customer advocacy and return that can be measured in P&L terms, but more work is required.

Tags: aliyazaidi, NPS, onlinepr