As strategic
communication become an integral part of the public relations (PR), marketing
and communication ecosystem, the benchmark for work delivered has increased in
the world that's constantly changing.
A return to simplicity could be a necessity, both in remembering why we do what
we do, and how to effectively reach other stakeholders. The change within the
media landscape hasn’t happened in isolation; it has catalysed the evolution of
PR.
As storytellers and practitioners, we have seen industry change dramatically
and know that impactful and sustainable campaigns rely upon well-informed PR
strategies that are led by data and insights.
Consumers used to get their news from newspapers, magazines, and news channels
published by the traditional mass media organizations that were able to produce
quality content. Now, people mostly discover their news online via social media
and news websites that provide real-time notifications and an up-to-date news
feed.
Media Relations as PR
On the other hand, media relations are a critical aspect of building trust and
nurturing the relationship between an organisation or brand and its target
through media players. Media relations refer to the mutually beneficial
relationship between journalists and public relations professionals. Which
gives PR professionals access to both traditional and digital media platforms
to reach their audience. Forming and maintaining an alliance with the media
gives professionals the advantage to set the agenda and shape public opinion
concerning their brands.
The media remains a part of a potent strategy to push products and services in
an increasingly competitive environment. Importantly, it also gives the power
to be able to endure public scrutiny and be in control of value proposition and
promise. it might be folly for a company to not treat its relationships with
the media seriously. PR professionals recognize the fact that media is its
bread and butter, a method to manage and maintain good and healthy relations
with media contacts.
The media act as a go-between for a company and its target public. It creates
awareness for the organization to form a positive image, influence, or
behaviour from the chosen audience.
It remains critical to induce coverage for the organization, be it in print,
online or electronic media. Not only media relations cost-effective, but it is
also an important part of business practice in stakeholder management.
Social Media as Digital PR
Also, the growth of social media and advances in information technology has
placed in the hands of ordinary people, the ability to transmit, share and
broadcast their opinions to even wider audiences. Beyond that, communication
professionals have found social media to be a valuable tool for disseminating
message to their audience.
This means they all rely heavily on elements of social and digital media,
content, and design and they all need to report back to senior stakeholders on
the value they're adding to the business. That means that now PR has expanded
to cover tactics and activities that might previously have fallen outside of
the traditional definition of PR. This is a huge development in the PR industry
and can have a major impact on the success of your business.
Customer Service as PR
To end, client service has a component of PR. Each purpose of contact an
organisation has with its customers, has the potential to either build loyalty
or produce discontentedness. Client Service works higher once integrated with
Public Relation. Meanwhile, establishment invests tons in building a
complete name, making a content promoting strategy, and turning into a trade
thought leader however it's time they placed worth on PR as on customers.
Because, if a sad client is left disgruntled, those investments can be wasted.
In today’s digital age, a dissatisfied client who has access to social media
can generally use their phones to share their frustration.
A decent PR can facilitate uncover the service issues that client service
cannot fix. To be prospering, digital techniques should be integrated with a
lot of ancient techniques like print, broadcast, and email promoting as a part
of multichannel promoting communications.
Source: Emmanuel Klome/PR
Account Executive