How the world is changing PR and how PR should change the world
The world changed after 2020.
Like other sectors, the world of Public Relations (PR) also underwent significant changes driven by technological advancements, shifts in the way we consume media and evolving societal values. Here are some ways the world is changing PR and how PR should adapt to create positive impacts on the world:
Print and Digital juggle: PR firms quickly adapted to digital communication channels and social media. We saw integrated solutions and 360 degrees communication campaigns from PR firms which were earlier only about media relations and crisis communications. Digital transformation has revolutionised how people consume information and interact with brands. PR professionals need to be well-versed in digital strategies, social media management, and online reputation management to engage with audiences effectively.
Managing crisis in this digital world: With the speed that any information travels in today’s scenario, PR firms need to be on their toes to be able to handle crises before it escalates – be it handling crises in real-time, addressing concerns, correcting misinformation or mitigating reputational damage.
Influencer management: This is no longer about fashion and them looking pretty on their respective social media channels. We now have influencers in their truest sense. Influencers are impacting the way we think, the right things to do, there are influencers talking about climate consciousness, about mental health, about positive parenting and more. The role of influencers in shaping public opinion has grown substantially. PR firms should incorporate influencer marketing into their strategies by collaborating with influential personalities who align with the brand’s values and target audience.
Importance of transparency: Consumers now demand transparency and authenticity from brands and organisations. PR efforts should focus on building genuine relationships, communicating openly, and being accountable for actions and statements.
Decoding data: PR is becoming more data-driven than ever, using analytics and metrics to measure the effectiveness of campaigns and strategies. PR professionals should decode data to understand audience preferences, sentiment, and behaviour, enabling them to custom messages and initiatives accordingly.
Purpose-Driven PR: Philanthropy, Corporate Social Responsibility (CSR) and purpose-driven PR are gaining importance. Brands that actively and genuinely work towards social and environmental causes are better received by consumers. Highlighting and communicating these initiatives to enhance brand reputation is strongly recommended for the PR folks.
Communicating to an international audience: Including an international audience now, is becoming an essential skill. Unfortunately for the regional or boutique PR firms, it could be seen as a challenge. As we march forward towards a new skill set, PR firms should be skilled in cross-cultural communication to navigate diverse markets.
To change the world positively, PR practitioners can play a pivotal role by:
Establishing Responsible Messaging: PR professionals should prioritise promoting accurate information, ethical practices, and messages that contribute positively to society.
Working towards a social cause: Choose what moves you and then align with that social cause(s), championing CSR initiatives. PR can help raise awareness and drive positive change.
Becoming an advocate for Sustainable Practices: PR should advocate environment friendly and sustainable practices within organisations.
Driving Diversity and Inclusion: Consistently weaving diversity and inclusion in PR campaigns and communications can help break stereotypes, foster understanding, and create a more inclusive world.
Starting a Dialogue: PR has the power to facilitate constructive dialogue between stakeholders, fostering cooperation and understanding to address global challenges.
Overall, if you are in PR, then you must welcome this wave of changing expectations and skills, adapt to new technologies, and align the efforts with the broader goal of creating a more informed, inclusive, and sustainable world.