This post originally appeared in PR Week.

Now that we’re well into the fourth quarter we’re in the heart of planning season.  I find I’m frequently being asked, “what are the big trends out there?” and “what are other communications organizations doing that I should be thinking about?”

Here is some of what I’m seeing.

Corporate character. The “new model” introduced earlier this year by Page is taking root. A deep understanding of who a company is and how that must be at the core of everything it does is being increasingly appreciated.  Research it at www.awpagesociety.com.  Some great videos and information are on the site. The new model is gaining traction. 

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