As an industry, public relations has had to adapt to a variety of changes. From the way in which the media landscape has evolved to how audiences receive information, the industry has had to learn new ways to engage the public.
The following are three ways we’ve seen the industry evolve to address this new landscape:
1.) Targeting New Influencers and Outlets – With the term “media outlets” becoming more loose with the rise of sites like Buzzfeed, this allows brands to attract new audiences. PR pros now need to treat all outlets with equal importance and think outside the box when it comes to working with different platforms and journalists.
2.) Drafting Content for Audiences on New Platforms – Turning on the radio, picking up a newspaper or watching TV all face stiff competition from Facebook, Twitter, YouTube and Snapchat. Photos, videos, GIFs and shareable content have allowed users new ways to receive their news and information. Content creation goes beyond a standard pitch and follow up but to how creative and compelling is the brand message to the audience.
3.) A Block of Text Almost Guarantees It Will Not Be Read or Shred – Any information needs to be able to be clearly communicated in 140 characters. Brands need to be able to clearly communicate to ensure their message is appropriate for a targeted platform.
There will always be a need for strong, competitive communicators willing to go the extra mile for their clients. As long as new and exciting opportunities develop for brands to share their message, the public relations industry will continue to adapt.