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PR now is a day by day revolution

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The game of PR has changed. The entire communications industry has completely transformed and continues to transform daily. Technology drives this change. It’s changed how we approach content and interactivity, how we pitch to editors. Bloggers are part of media lists now, and PR and marketing services have started to incorporate all kinds of media – a transmedia approach these days is just about the most cutting edge approach there is, and its fun, and challenging.

So PR professionals are becoming social network locals, testing their creativity because 140 characters are not much to communicate a message successfully. It calls for the direct-speak of Hemingway. It’s truly about relationship building, now more than ever, and bringing together all that new media, or digital media, has to offer.

Looking at these trends, one gets the sense that there are no more rules. There’s a bit of a PR revolution really, and though the assumption is that the media don’t trust PR, research shows that in fact, PR companies and their releases are still the first stop for most journalists. Especially if those PR companies do their best to offer what traditionally was considered journalism – well researched articles that are balanced and contextually relevant. There’s no excuse for bad writing and lacklustre research. All the best PR guru’s start with deep research – which these days is supported heavily by digital communications technology and the Internet, with research apps and sites mushrooming all over.

The frontier people of PR share the frontier with marketers and designers, trying to reach more people in a more meaningful way; to grab and hold their attention amongst the cacophony of communication and information happening always. It’s a struggle wherein PR executives cannot afford to hold any punches and the more crazy ideas to reach more people or gain a particular message more ground the better. Clients will start demanding communication genius soon.

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