“The secret of change is to focus all of your energy not on fighting the old but on building the new.”
The world is evolving rapidly and so is the PR industry. As a result of developments in technology and the sudden change brought in by the Covid-19 pandemic, one may wonder whether their PR company can help them in these tough times and feel uncertain about the necessity of public relations in the modern world. Looking at how things are panning out, we can very well conclude that the businesses need PR strategies more than ever – albeit they will look a lot different from the PR strategies of the past.
So, what can we expect from public relations in the future?
Technology is constantly evolving, and it is shaping the future of public relations. Consumers are spending more and more time online, which means there will be a shift in how PR business is conducted. There will undoubtedly be a greater emphasis on online PR strategies, with print taking a back seat.
PR professionals across all industries have had to adapt, evolve, and pivot to get their clients in the spotlight after 2020’s big shake-up, followed by an unpredictable and impulsive 2021.
Drastic changes in consumer behavior, the persistence of remote work schedules, and global threats like the spread of fake news and misinformation on social media platforms indicate that 2022 will be a year to remember—though, hopefully, not nearly as much as the ones we’ve just experienced.
Public Relations is an indispensable tool, and knowing how to use it effectively is extremely important.
Below are five succeeding trends in the Public Relations industry that you should keep an eye out for –
- Digital PR will rule over traditional PR – The Covid-19 crisis has brought a paradigm shift in how the industry functions, with digital PR taking center stage. Business is always where the people are. Since a large majority of the population is on the digital platform, it only makes sense for PR companies to leverage this trend to their clients’ advantage. It is a sure-shot way of disseminating information quickly and accurately. Aside from crisis management, Digital PR will help in getting your company’s name out to the media, which will also boost your reputation, having a positive influence on how your target audience sees you.
- Use of a variety of channels to discover more media opportunities – As the type of PR opportunities available are evolving and changing, Public Relations professionals will continue to employ more and more channels to find the best ones for their clients. Reporters can now request expert sources more easily than ever before, and PR pros may reply and pitch via a slew of new platforms and channels. This is how the PR industry is undergoing a digital upheaval.
- Twitter: the quickest route for Subject Matter Experts (SMEs) to reach the media – Considering this as the continuation of a trend underway for years now, Twitter is still the speediest social media platform for SMEs. If you need to contact a media professional immediately, go to Twitter. Despite its well-documented toxicity and negative concerns, the platform remains one of the fastest ways to communicate timely information or breaking news about your company to the general public. Twitter is also highly useful for PR professionals looking for opportunities. Reporters, writers, video creators, and bloggers often post on the platform when they require new pitches or sources for a story they’re working on.
- Podcasts are becoming popular – One of the most exciting aspects of podcast growth in recent years is that there is literally a podcast for everyone. Is your client a computer technology expert? For that, there’s a podcast. Can they discuss Ayurveda with authority? There’s a podcast for that as well! Podcasts are becoming more popular with Indian users, and this medium is a fantastic method for listeners to obtain interesting and enriching content. The podcast industry has witnessed a significant surge in popularity, and this trend has continued in today’s Coronavirus-affected world as people turn to digital media on their own devices. It is believed that podcasts will be a huge hit in the near future and that podcasting will be a thriving industry by 2025, with a growing number of listeners.
- A good PR demands a larger marketing ecosystem – PR has always performed better when integrated with other marketing activities, and this will be much more important in 2022. To put it another way, Public Relations is a component of the marketing puzzle that must be integrated with a solid content strategy, paid advertising plan, and social media strategy. This also means that any PR placements a company receives must be boosted. Amplification is an important part of any PR strategy, whether it’s recycling the hit into new, original material, sharing it on social media, or using it for influencer campaigns.
- Remote work leads to changing media professionals’ schedules – This is a simple but crucial point: just as going digital drastically affected the deadlines and publishing schedules of print newspapers, remote employment has radically changed the rules concerning when and where to send ideas.
Because many journalists and creative folk work from home, some of their productive hours may have shifted. This means that delivering pitches between 10 a.m. and 2 p.m. (the conventional optimal period) may no longer be the best option. Hence, it is always suggested to double-check whatever information journalists provide about when and how to contact them and be prepared to adjust if need be.
“It is believed that PR should be practiced to serve the public interest, to develop mutual understanding between organizations & their audience because without a healthy PR, there can be no public support, and without public support, every business will degrade.”