media update’s Aisling McCarthy looks at five trends that will define the future of the public relations industry.
1. Back to basics
While many people are working on how to include new technology in their PR campaigns, we’re seeing a trend of PR professionals going back to basics.
Many PR strategies are initially tested out in front of many audiences on various platforms, but this can be extremely costly and time-consuming.
To ensure there is a return on investment, media and marketing channels will have to be carefully analysed by PR professionals. Once the most effective channels are found, they will have to be focused on to ensure that profitability is maximised.
2. Less is more
Simplicity and convenience are coming to the forefront of PR. As the world becomes busier and people are more rushed, people (and especially those working in PR) will find new ways to simplify their lives more than ever before.
Less will become
way more.
This is also important with regards to viewers’ attention spans. People are busy, so you have to get your message across – and quick! Expect to see more short videos as PRs 'show' instead of 'tell' for maximum impact. But remember, quality always beats quantity.
3. PR and marketing working together
Although it might not exactly be classified as innovative or trending per se, the line between PR and marketing is becoming a blur.
In a media update article, Adrian Miller says that he doesn’t believe there are any lines left.
“The consumer doesn’t see lines, they just see the work. They don’t distinguish between PR, above-the-line, below-the-line, digital or events. Either the consumer finds the brand message, or rather, the brand experience, compelling or they don’t.”
This means that PR and marketing need to work together and focus on brand building. And a strong brand starts with a strong team; your product, marketing, sales and PR teams should align their goals and efforts.
Brand authority and strength play a key role in search engine optimisation and digital marketing, meaning that PR is becoming more important than ever before.
4. Legitimacy is key
When #FakeNews hit the mainstream in 2017, the credibility of content came under fire more than ever before. This means that the media landscape is more fractured.
This can provide PR professionals with an opportunity to speak directly to their clients’ audience through legitimate, non-traditional outlets. PRs have the chance to pitch highly targeted publications directly to consumers.
However, consumers are become more and more aware of thinly veiled manipulation attempts and are demanding content that they want to engage with. This means that a job in PR now requires tailored and authentic content as a way to re-establish the public’s perception of trust in the media.
The future of PR is about identifying and building relationships with good, credible news sources, and avoiding any lingering #FakeNews sources.
5. Content is king
As in marketing, content is king in PR too. And even more so in the years to come.
Consumers are demanding good content that they want to engage with, meaning that a PR professional needs to be able to craft well thought-out and desirable content.
The way content is being used in PR now goes beyond mere content marketing to rank in search engines. Instead, content is increasingly being used to tell a brand’s story and to immerse the audience.
Content marketing is becoming the entire story of a brand, for both B2B and B2C industries.
Ready to start working on your press release? Check out our tips to ensure it gets published in our article, 10 Steps to getting your press release published.