4 Ways PR Has Expanded
Public relations has undoubtedly advanced since the creation of the first press release in 1906. Content creation, event planning, and public speaking are all now considered the responsibilities of public relations professionals. With the pandemic forcing everyone to connect online, and the digital media age making global communication easier than ever, here are four ways public relations has expanded for the benefit of the client as well as the practitioner.
1. Publicity & Press Events
Some of the biggest events of the year, including Apple Inc’s annual conferences, are events created solely to generate publicity for a company or an upcoming product. It’s a big way to garner media attention for a firm but requires a lot of planning, budgeting, and effective execution in order to be successful.
2. Social Media Content Creation
While some firms have positions that are dedicated just to the creation and publishing of social media content, many public relations practitioners are well versed in creative platforms so they can create content for clients if the opportunity arises. Instagram story highlights, animated Facebook posts, YouTube thumbnails, and more are all things that public relations professionals make to ensure cohesion amongst a client’s social media presence.
3. Brand Spokesperson
A public relations practitioner's job of managing the image of a brand sometimes means acting as the company spokesperson. When the need for information arises, the brand spokesperson is the go-to contact for interviews, statements, or quotes made on behalf of the company in its entirety. It is crucial that this person not only understands the company and industry in which they operate but also maintains their own image to be seen as trustworthy in the public eye.
4. Integrated Marketing Communications
As digital media expands and continues to advance, the responsibilities of marketing, promotion, advertising, and public relations positions continue to overlap. The blurring of these lines means that these departments work together more and more to create succinct, coordinated marketing plans on behalf of clients, and each department must understand the unique role they play while also relying on the work of others to be successful.
Like many industries, public relations and brand management is constantly evolving. What used to be an almost back seat role in the corporate world is now growing to include things like social media content creation, executing company-wide events, and more. As the world continues to adapt to the global health situation, timely and accurate communications will continue to be a necessity, and the role of the public relations practitioner will grow to meet the ever-changing landscape of society.