PIVOTAL BUSINESS TOOL
CONTINUING TO GROW as a pivotal business tool, public relations is fighting back against pressures on its art and science. Technology has made operational life easier, transmitting new and brilliant ways to connect with influencers and consumers alike. In parallel, publics have taken to communications automation as well, at ease with social media and turning to the likes of Zoom video to keep in touch.
Results of a 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.
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.
CONTENT MARKETING
The emergence of content marketing, however, has widened the recruitment net for communicators and expanded their number. The appetite for online content is seemingly insatiable.
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 or leverage.
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 or opinion formers.
Technology means that just about everything can be tracked and converted into contact leads. PR need not be excluded from the process. Rather, it can be central to new-wave action as tools develop to understand much more about potential customers or followers and manage subsequent interactions.
FUNDAMENTAL
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.
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.
The latest 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: opportunities abound.
Return to MARKETING INSIGHT BLOGS or go to CONTACT DETAILS
