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It’s become harder to gain media coverage. Likewise, securing coverage in down months like December and January can challenge even the most committed PR pros. Some may have little to no fresh content to pitch. But if you want your brand to remain relevant, you must be active in the public conversation.

Our weekly roundup of trends and personnel moves in PR. This week features a story about The Arthur W. Page Center choosing its Icons of Integrity, a counter to fake news.

Each year at this time we ask communicators what issues loom large for them in the new year. Last year integration, mobile and content dominated (PRN , Nov. 16, 2015).

PR pros need to think ahead and anticipate the future—so figuring out the top trends in the industry for the coming year always will be important. Will there be something totally new coming to light in 2017? Perhaps. Here are seven trends for PR pros and communicators to consider.

[Editor’s Note: Due to popular demand, Rebecca Haynes is back with us to provide gift ideas for the discriminating PR pro. And in accord with the findings of the PR News Pro Salary Survey, Rebecca has listed few gifts that cost more than $40.]

Facebook: Almost Everyone’s Doin’ It: How many times have you heard it said that everything flows from the top down? Well, not quite everything. In the case of social media, some CEOs trail their employees, particularly communicators. That needs to change, at least for CEOs using Facebook for business, Facebook says.

There were so many candidates for Image Patrol this month, and with the year ending we decided to forego the usual comparison of two brands and instead create the ultimate image disaster list for 2016. This PR News Pro premium content is offered to you free in the spirit of the season.

This week’s Data Dive, which looks at consumer engagement with U.S. B2C brands during Q3 (July 1-Sept. 30) on Instagram, is more proof that brands shifted their effort to the photo-based platform, as opposed to Facebook, where engagement was relatively tame during the quarter. The data, provided by Shareablee exclusively to PRNews Pro, also shows the power of video, even on Instagram, which was designed originally as a platform for mobile photos.

In previous editions, we’ve noted engagement with brands’ social posts on Facebook in Q3 has been modest or even down (see PRNP, Nov. 7 & 21, for example). The thinking then was brands were investing more effort in other social channels, such as Instagram. Data for U.S. B2B brands in Q3 (July 1 – Sept. 30) on Instagram, provided exclusively to PR News Pro by Shareablee, proves the point. Total consumer actions, or engagement, with B2B brands posts on Instagram increased a whopping 80% compared to Q2 2015. Engagement with photos grew a modest 4%, yet video engagement grew a healthy 74%. Actions are defined here as the sum of reactions and comments.

For all the good that social media provides, it also, during times of crisis, can be the venue for horror stories about brands. We mentioned in our Dec. 5 edition the plight of Delta Air Lines, whose Thanksgiving turkey was ruined when an unruly passenger’s tirade—and the cabin crew’s failure to boot him from the aircraft—was captured on video.