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We don’t have a crystal ball but we can predict the future of PR through our expertise!

With social media, nontraditional publications, and the influencer movement upending the conventional platforms of print, TV, and radio, public relations isn’t what it used to be. Any traditional medium may no longer guarantee that it will bring you the audiences you seek. Who you are looking for may occasionally be active in completely unrelated channels. Understanding the fractured audience is part of the learning curve in public relations. With the inevitable technology, the following are some of the core changes we expect.

CUSTOMER-FOCUSED PUBLIC RELATIONS

Here is where the line separating PR from content marketing starts to blur. Digital material that is intended to reach your potential consumers at different stages of the sales cycle or marketing funnel is what content development and marketing are all about.  

In reality, the goals of the marketing department are very similar to those of public relations, which are to increase brand awareness and educate the public. To tell stories that best resonate with clients, agencies and their clients need to do personalized PR using technology.

THE AMPLIFICATION OF SOCIAL MEDIA

There are various reasons why social media may be declining, including some really poor PR and issues in recent months, yet user numbers are still very high. Even if you may not be a fan of social media, your client’s clients may be. It is also unlikely to go very soon.

This is where the visual media will prove to be useful, particularly for social media-focused targeting. These days, it seems as though PR professionals and social media platforms go hand in hand, thus it makes much more sense for your content to be shared on social media. You can also utilize some of these additional earned, owned, and paid media methods to increase the reach of your content.
In light of this, let’s move on to…

INFLUENCERS & NON-TRADITIONAL COMMON PRACTICE

We all have ideas and viewpoints about how effective dealing with influencers is. The problem is that influencers have a lot of followers and, for some, a lot of power and influence, despite the fact that there are no immediate advantages (this is similar to PR at the moment and the lack of actual metrics to gauge success).

We will inevitably discover what the best practices are as the influencer channel becomes more mature. We believe that influencers with a smaller, more specialized audience and a strong industry focus will have greater quantifiable success.

You can target the proper audience with the right influencer by allocating a budget and engaging in ‘media relations’ with them. Even though this has been going on for a while, now is always a good moment to start communication with key contacts.

STORYTELLING IS VITAL

With the straightforward process of storytelling, which centers around agencies and their clients understanding their audience, media relations and trust should improve. The way your story is told matters just as much as the content itself since it won’t go out if no one knows about it.

There needs to be a grasp of how brand stories will be communicated to baby boomers, Gen X, Y, and Z, as well as through which channels and what material will be most effective with the appropriate group. It is important to check that agencies are developing content with the appropriate narrative as audiences and technology evolve.

Again, this is where the content marketing team and digital marketing techniques play a significant role in telling stories. Without data, you can spend a lot of time delivering the incorrect message to the wrong audiences before choosing to change directions (we’ll add that this isn’t simple just because you have certain digital marketing abilities, but it does make research easier and aid in collecting metrics to validate).

LASTLY, LET’S DISCUSS THE RISING STAR OF THE TECHNICAL WORLD – METAVERSE

Every communication is about providing impactful and authentic experiences. The Metaverse is specifically useful in this situation. Positive but unexpected experiences strengthen a customer’s affection for a brand.

Our advice? For now, PR and communication in the metaverse seem like shiny objects but if you have an audience there, go for it. After all, you should be where they are.
How? We’ll tell you in our next blog!