The world of Public Relations in 2023 has changed drastically to keep up with the times, according to the latest PR Report by Meltwater. Like everyone else, PR had to adapt and restructure their methodologies over the past twenty years to shape society in many ways.
Social media became a mainstay fixture that is here to stay, shifting perspectives, ideas, and consumerism. We’ll be real with you though; while the internet allowed us to connect with everyone, anytime and anywhere, it also changed how we think.
Let’s face it. Nowadays, it’s all about how this continuously changing media landscape thinks and evolves. The internet is a free-for-all zone with a massive grey area that transforms to the latest trends, whether it’s through TikTok, Instagram, Youtube, Be-real, and others.
Algorithm shifts are a hot-button topic discussed during discussions on what would work best for a continuous flow of traction. Because in today’s fast-paced world, the path to being influential starts with having a social media account. The days when “exclusives” amongst publishers and broadcasters are gone, and so is the power to leverage and decide who is deemed “influential.”
This shows that the role of Public Relations has evolved into an entity that isn’t just media relations but something that is transitioning into a broad-ranging realm. Since its inception over a century ago, Public Relations has been utilized in a variety of ways despite it being underplayed as a second fiddle to advertising. As we enter this new world, Public Relations has seen an upstream of transitions, primarily due to new technologies and consumer behaviors.
While others may argue that there is no need to have a PR professional in your employ, that is when we tell you to keep an open mind with what we’re about to say: Yes, you do. Why? when it’s easy to reach journalists on Twitter or Instagram. That may be the case, but the truth is it’s not that easy to connect, no matter how simple the logic is.
To enumerate, the biggest influencers worldwide can have audiences extending into millions with the niche and content they are posting. Usually, when they endorse a product or brand, it leads to sales and an impact on the company’s revenue while giving them a seal of approval from the mass consensus.
Suppose we’re looking at how social media switched its direction to generating high-value-driven content geared toward creating genuine interactions. In that case, we can finally say it’s not about the sheer size of an influencer’s social media following. It’s about creating a brand that operates seamlessly to the point that it constantly brings in the correct endorsement to its audience.
Now, how does PR align with media and influencer relations? the answer is right in front of us, and it makes perfect sense that PR people should handle this with the utmost precision. At the same time, Public Relations professionals have a long withstanding relationship with journalists and publications, which yields a tremendous amount of influence. They are not the same as social media influencers.
In conclusion, Public Relations has the power to influence the world through its bevvy of connections, storytelling and relationships. Armed with the ability to leverage these key factors to their advantage, Public Relations can manage crises effectively and place stories that garner positive reviews with their experience navigating the traditional and modern media landscape.
As a result, the modern ways of influencing Public Relations have now become a combination of marketing and businesses, which shouldn’t be under-sourced or deemed as second fiddle, but as a field on its own.
For more on Meltwater: www.meltwater.com
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