The Transformation of PR Driven by Technological and Social Trends
Public relations has gone through significant changes over the past few years and is presenting business and brands with new opportunities. The transformation of PR is primarily driven by technology and the change in consumer behaviour. More specifically, how content is consumed by audiences via digital platforms where information is plenty and one click away.
As mobile devices have become the norm, the idea of sending out press releases is simply outdated. Younger audiences are all about instant gratification, getting the information they want, when they want it.
Considering that traditional outbound PR is getting old, brands should seek to meet audiences where they consume content. This way marketing professionals can stay in tune with the digitally native consumers. Here are four steps to ensure your brand is ready.
People love stories and engaging storytelling is vital. Consumers are increasingly sceptical of businesses and brands, and businesses that operate in a silo are hurting the most. Share well-structured, authentic and engaging stories that consumers might find interesting. Ideally, optimize your content to reach the right audience at the right time to achieve the most positive impact.
If you aren’t doing it yet, you should include all types of media in your PR arsenal — paid, earned, shared and owned. By having an extensive coverage over various channels you can monitor all brand-consumer touch points and keep track of reach, frequency and conversion, offering meaningful value to your brand’s strategy.
A brand crisis can arise at any moment, and social media can fan out reputational damage in a matter of minutes. Marketing and PR professionals need to be prepared for reputational crises and address issues immediately to avoid lasting reputation damage. This necessitates a strategic approach with a crisis communication plan and skilled staff with the tools to address any crisis across any of the channels.
Influencers have taken over social platforms and their reach and impact on consumers should not be underestimated. Building working relations with relevant influencers will result in mutually beneficial situations, wherein brands can tap into a wide pool of target audiences.
With the advent of other transformational technology like AR/VR, data analytics with AI, the future of PR is certain to continue to adapt to the established social trends. The opportunities for brands to breakthrough with smart digital-savvy PR strategies have never been better.