So what do you think are the key trends that will shape earned media in 2018? Are they likely to be technologically-driven? Or are the most significant changes going to be cultural ones that are a response to the ever evolving world of news media?

Gorkana asked a series of experts for their predictions for 2018 and came up with four major trends, two tech and two cultural, that it believes anyone in earned media needs to be following. Among the experts who peered into their virtual crystal balls for Gorkana was our very own MD Sara Collinge.

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