THE FUTURE OF PR: WHAT YOU SHOULD KNOW
An article titled ‘The future of PR’ (by Ross Dawson) recently appeared in Marketing Magazine and highlighted some very interesting changes taking place in the world of PR. We take a look at some of these developments, and emphasise the importance from the client’s perspective.
- Clients expect more. PR firms are now seen as ‘replaceable’ – and so they should be. Your PR firm should see themselves not as external consultants, but as members of your team. They should be committed to continually building their knowledge and understanding of your business so that targeted, quality results are achieved over the long-term. Consultants should encourage engagement by the client in the PR process. If they’re not, your PR company is probably hiding something from you.
- Media has transformed. Media today is much more than the traditional forms such as hardcopy newspapers. Your PR company should be considering ALL media options available and suitable to your business, and you should remain open to new ways of communicating with your target audiences.
- Business is a conversation. Ross says that the modern customer is attracted to companies that offer human interaction, not an unapproachable formal corporate face. PR has always been about encouraging effective communication, but clients must ensure they involve their PR consultant in all areas of their business so that two-way communication channels can be created and/or streamlined at every opportunity.
- Transparency is a given. The role of PR in modern society must be trusted. For this to happen – clients need to be completely open and honest with their PR consultant. Clients should also be willing to listen to suggestions about increasing transparency on certain issues. Information can no longer be hidden. Proactive, open management of communication strategies is key.
- Influence networks are at the heart. Increasingly, people are turning to their personal networks for information about products, services and issues. Being able to identify key influencers and the network your business information will travel through is important. Help your PR consultant to understand your audience and build a complete picture of all advertising and promotional efforts.
|
