The Evolution of PR and Future Trends
Public relations (PR) is an industry that has seen a significant evolution over the years. Years ago, PR was known for drafting press releases and publishing with the print media. It then grew to have broadcast media (radio and television) and now, the industry has evolved into having the digital media alongside the other traditional media. The future of PR promises to be even more interesting as it keeps growing with different needs and practice areas.
The Evolution of PR
Early in the 20th century, PR had more to do with print media (newspapers and magazines) and the relationship an organization, brand, business or entity had with journalists. As earlier stated, the broadcast media (radio and television) then emerged and professionals in the public relations industry then had to adapt and be trained to utilize these media for information communication. In recent years, the digital media has taken centre stage in PR making it very important that professionals yet adapt and understand the way this system work in order to stay relevant and effectively leverage the channel. With the advent of the digital media, a list of channels has been introduced which includes all social media platforms, emails, social listening software, data-driven and artificial intelligence tools and other marketing communication tools
With digital media, PR campaigns can now be more strategic to effectively achieve set goals. Social media has widely transformed how public relations should be handled making communication efforts more audience and citizen-centric because of how everyone now has a voice that can be used for or against an organization’s reputation. However, it is best practice to understand the intricacies of both traditional and digital media and utilize them in running public relations campaigns. A very recent example of how to excellently intersect traditional and digital media in PR can be seen in Prince Harry and Meghan Markle’s visit to Nigeria.
Content marketing has also shaped the evolution of PR as many professionals now create valuable and engaging content to educate, entertain and sell to their target market. This has given rise for careers in content creation, digital marketing and storytelling.
Trends in Public Relations
The future of public relations seems to be more interesting as several trends keep emerging that require professionals to adapt and learn and in most cases, give room for new careers and employment opportunities. Apart from content marketing as stated above, another dynamic trend in public relations is the use of artificial intelligence (AI) to analyze data and provide insights into the behaviour of stakeholders.
- Also, with social media came influencer marketing which has become a useful tool to shape perception of people by hiring or collaborating with a person of influence who resonates with your brand story to amplify reach.
- Having a corporate social responsibility is another trend in public relations.
Corporate social responsibility (CSR) is a management concept that describes how a company contributes to the well-being of communities and society through environmental and social measures.
The above quote is a definition of CSR by Nadia Reckmann for Business News Daily. Stakeholders are easily convinced of a brand’s willingness to serve its target audience by its involvement in a social cause. CSR activities can attract investors who want to contribute to the chosen social or environmental cause. Also, the brand can gain loyalty from the host communities that it serves.
You will find this video helpful: Leveraging on the Power of Public Relations in the Digital Age.
- Among the many public relations trends, the emphasis on transparency and authenticity stands out. Today’s consumers are more informed and skeptical, demanding honesty and ethical behavior from brands. PR strategies are, therefore, focusing on building genuine relationships and maintaining an open dialogue with audiences.
- The use of real-time communication tools, such as live streaming and instant messaging, is also becoming a key trend. These tools allow brands to interact with their audiences in real-time, fostering immediate engagement and feedback. Despite the evolution of public relations, every public relations professional should learn the best practices in creating a PR campaign.
- Another PR trend is the use of multimedia components; videos, infographics that are more interactive than mere text-based content. This is useful for an audience with a not-so-high attention span and can help break down complex concepts for proper assimilation. When an organization utilizes this PR trend, it sparks the audience’s interest in its services.
- Being able to analyze data and monitor campaign metrics is possible now by analytics tools like Google Analytics and this is a PR trend that every professional should be able to work with. The measurement of results with a data-driven approach can certainly refine campaign strategies for better results.
- Search Engine Optimization (SEO): This is an emerging digital trend that supports the work of PR professionals by leveraging keywords and other features to optimize a brand’s digital media platforms for visibility.
- Live streaming is a social media PR trend that gives a face to the brand and ultimately builds a community and often educates a brand’s audience on specific industry concerns. This trend can be used for product launches, announcements, event participation, etc. This PR trend builds real-time communication between a brand and the public.
- Social listening is another PR trend that has emerged from the increasing social media use. There are now softwares that can monitor conversations and sentiments around the brand on different platforms. This becomes useful in gathering feedback and a proactive strategy in crisis management.
“As ground-breaking as social media is, it is limited in terms of its reach with regard to influence and impact on those communities that are outside of its reach, either by virtue of income, digital literacy, location, age, physical ability etc.
What this means is if you need to reach a broad swathe of people who are not active on a social media platform, or cannot afford digital access, or there is no gathering place for the kind of information you seek to share within a very short time, you may have to resort to traditional PR methods. Eg TV, radio, newspapers, roadshows, public events, house calls, hand-out fliers, community events, old-school town halls etc.” ~Sola Abulu
Read the full interview by The Comms Avenue on The Importance of Traditional PR: Why it’s Still Relevant in Today’s Digital Age here.
Importance of Media Relations
Despite the digital shift, the importance of media relations remains. Building and maintaining relationships with journalists and media outlets is crucial for securing coverage and managing a brand’s image. Media relations strategies have evolved to include digital journalists and bloggers, expanding the scope of traditional media outreach.
Media training for executives and spokespeople is also essential. Ensuring that key company representatives are well-prepared for media interactions can significantly impact the effectiveness of media relations efforts.
The importance of public relations in building and maintaining a positive reputation cannot be overstated. PR helps organizations navigate crises, manage their public image, and build trust with their audiences. As the media landscape continues to evolve, the role of PR will become even more critical in shaping public perception and fostering strong relationships with stakeholders. Read our article on the difference between media relations and public relations here.
PR trends reveal that the industry is still evolving and there are more technological and non-technological advancements to adapt in working on amplifying brand images and strengthening reputations.
Check out our latest article on how to build and manage a communications team.
Sola Abulu & Associates is a strategy and communications consulting and training firm committed to enabling businesses, brands and organizations to achieve their objectives through strategic communications, organizational effectiveness and reputation risk management.