This document discusses key trends in public relations for communicators in 2016, focusing on scope and depth, story and content, and technology, data and analytics. Regarding scope and depth, it emphasizes integrating paid media with PR content to amplify messaging, proactive social media engagement, connecting PR with sales, and building authentic brand culture. For story and content, it discusses the rise of content marketing to acquire customers through consistently delivered information in various formats focused on customer needs. Finally, it outlines leveraging technology like analytics tools and UTM codes to aid PR, as well as the continued relevance of press releases when employing best practices for high-quality content.