LESS PR MYSTIQUE
THE PUBLIC RELATIONS industry continues to grow, yet pressures on the art and science of PR are spreading faster still, piling up complexities and challenges. Traditional traits are being trashed by technology. That word technology makes many a PR practitioner shudder – but fear not. Technology has made life easier as well, transmitting new and brilliant ways to connect with influencers and consumers alike. Opportunities abound.
Results of a new survey from the Chartered Institute of Public Relations point to technology propelling PR into being less of an independent function, more integrated with marketing services as a whole.
Reportedly, nearly two-thirds of public relations professionals are working closely with their marketing peers and three-quarters are operating alongside digital and social media teams.
Today’s in-house PR departments and retained agencies are expected to be able to design and build websites, manage online content, handle coding and development, then interpret analytics. Advertising, print and copywriting have been added into the mix.
Conventional notification techniques and media routes remain of use and importance, but there is less dependency, far less mystique.
PR has always embraced written words in the form of press releases, case studies, presentations, reports and so on, supported by pictures of various types. This has been a prime source of business communications.
PUBLIC APPETITE
The emergence of content marketing, however, has widened the recruitment net for communicators and expanded their number. Public appetite for online content is seemingly insatiable and new channels to assuage information devourers are springing up by the day.
Whatever the involvement and activity of the PR department or bought-in assistance, the overriding purpose has been to increase customer take-up by smoothing the path to sales. Even crisis management links back to protecting the new-business effort. The sales function used to be about sending out mailers, promoting special offers and phoning or visiting prospects.
Nowadays, resources and efforts centre on building up people-pictures, based on how and from where they consume information and what compels them to interact with sellers.
Technology means that just about everything can be tracked and converted into sales leads. PR need not be excluded from the process. Rather, it can be central to the new-wave process as we employ the tools to understand much more about potential customers and manage subsequent interactions.
COMMUNICATORS
Content is fundamental to contemporary marketing and the PR department or consultancy is well placed to foster the requirements. The best PR guys and gals are fast-working, responsive communicators and social networks with their cravings are grist to the mill.
As never before, PR is best placed to link brand awareness and reputation-building to sales achievements and after-market activities. Technology has meant that PR can be less of a grey area and more business critical, aligned with marketing and sales – often leading the way – rather than standing alone.
PR specialists should be proactive in understanding related processes. New marketing sciences, fine-tuned understanding of buying behaviour and the proliferation of information channels have created an environment in which switched-on practitioners can excel.
Technology is providing the public relations business with a long-term future. It means that work can be compelling, creative and capable of contributing more to the bigger marketing communications and sales pictures. Yes, opportunities abound.
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