By Ahmad Itani, founder and CEO of Cicero & Bernay Public Relations
Every end of year, PR analysts and experts reflect upon the previous year and project their speculations for the coming one. What trends will dominate, what businesses need to do to generate conversions, and the impact of influencers and how we must utilise them sparingly. List after list is being published and shared by readers and key opinion leaders in the business of spreading knowledge, neither of whom are represented in any of them.
This year, rather than delve into the science behind the direction of the industry, I decided to take a step back from the numbers and look at the broader picture, granting myself a macro v
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