Negotiating the world in 2016 is a difficult one for many, especially businesses – the enormous strides we’ve made in terms of technology and culture, the continued way everyone is becoming connected, all have a great impact on how businesses are treated and viewed.
For example, it’s now no longer possible for businesses to ignore the impact and importance of social media – in an age where Facebook has 1.23 billion active users, and where serious analysts believe social media is taking over traditional news sites. This has meant that those who deal with public relations have had to reassess what precisely that means.
Indeed, some view public relations as the solution to ongoing, interactive and somewhat user-controlled environment of marketing. Writing in Advertising Age, Lindsay Stein notes:
“Public relations has always played its part in the marketing mix, even if it was added to plans late and rarely recognized like other disciplines. But the emergence of skippable, blockable, opt-out-able advertising, not to mention ever-more integrated campaigns, means PR can suddenly demand more than a supporting role—and maybe even take center stage.”
The more people have control over their own media, the more it’s meant that businesses have had to be smarter about how they present themselves. Users can ignore or block several aspects of marketing. What businesses have tried to do is create alternative focus for engagement: for example, creating content users themselves will seek out and share with their friends.
“social media offers hope for building better relationships between PRs and the people they need to work with. Rather than blindly pitching thousands of people hoping for a 1% response rate, public relations pros can deeply research and build strong relationships with the journalists most likely to be interested in the companies they represent.”
Rather than it being an inhibitor for creating visibility and positive association with your company, you can use social media as a tool to reach and learn about those who can do well by your business.
PR is also a fascinating field due to it constantly changing and having to keep pace with technology; this means it’s an ever-green field ripe for creativity and for those looking to have their artistic and writing talents put to the test.