The evolution of PR in the digital age
As a millennial, I have a unique worldview that includes technology, slang and social issues that didn’t exist before. While change is the only constant in life, the fact of the matter is that technology has changed the way public relations works indefinitely. Whether you’re a recent college graduate or an industry veteran with decades of experience, adapting to the changes is necessary to achieve maximum results in public relations campaigns and to keep the industry alive and relevant.
Back to the Future of Public Relations
Clients Then: Companies that sought public relations services in the past typically included very large organizations. Public relations was time consuming and costly, meaning only the top businesses with money in the budget for marketing were able to hire public relations firms.
Clients Now: Although we live in a global economy, there has been a spike in interest for local and small businesses. Boutique public relations firms formed around the country to be a source of public relations services for smaller organizations and groups.
Communication Then: When clients received coverage in the past, it was typically found in a newspaper or other forms of editorial public relations. Press and media samples were literally clipped with scissors and saved.
Communication Now: In this digital age, it is easier than ever to communicate and manage client coverage. Publicists can even set email alerts so whenever a client’s name produces a new result in Google using search engine optimization tools. Social media has also changed the way companies can interact with their audience, creating a brand new sector within the PR industry.
Research Then: Since public relations wasn’t technically “born” until the 20th century, the industry used classic forms of research until the Internet became prevalent in the late 1990s. Word of mouth, reading and networking with journalists were the main forms of research for the earliest professional publicists.
Research Now: With the dawn of the Internet came search engine optimization, and professionals working in the industry of public relations rejoiced. By optimizing their client’s content with strategic terms and carefully crafted publishing times, publicists are now able to drive traffic to their client’s digital platforms like never before.
Photo Credit:Death to the Stock Photo
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