Burson-Marsteller

Innovation & Insights » Media Intelligence Suite

Trend/Issue Radar

Catching trends early is critically important, and maybe the best way to illustrate this is with a metaphor.

As you lay on your surfboard paddling out into deeper waters, you keep your eyes locked on the horizon. Watching the swells, you see wave after wave surge forward. They build up as they head towards shore only to crest and come crashing down again. You’re looking for that perfect wave. Around you, other surfers are doing the same and there’s fierce competition for catching the right wave. If you misjudge the perfect wave and just let it roll by, you’ll see some other surfer grab it for the perfect ride. If you desperately try to catch it at the last moment, it will likely swallow you up and throw you out the other side gasping for air. But if you see the perfect wave early enough and set up for it, you’re in the best position to catch it, to the envy of everyone else.

Think of these waves as trends. The Trend/issue Radar keeps an eye on the horizon and looks for events, issues, and themes that are just developing. Reacting early can mean the difference between being on top of events or being swallowed up and carried away by them.

The Trend/Issue Radar is an invaluable tool, not only for public relations but also public affairs. Any organization striving to establish thought leadership in any particular field or industry has to be at the forefront of developing trends. The longer it takes to recognize a developing trend or issue, the more difficult it becomes to establish a leading position.