What We Can Learn From PR’s Evolution

By June 7, 2018 July 30th, 2019 Public Relations

Media is undergoing its own technological revolution–it’s the new age of PR. With this evolution in technology, it’s crucial that PR pros are in the know and can keep up with trends and adapt to campaign creation that relies more on technological solutions. Fortunately, there are many ways PR pros can stay in the loop and adapt their campaigns for their company.

The question becomes for PR pros, how do they begin to keep up with something that’s constantly evolving? We have the inside scoop on how you can keep up with this ever-changing industry.


Recognize that PR is changing.

Even though PR is constantly advancing, the messaging is still the same. Ultimately, companies need to be honest. Unfortunately, many times it’s no longer about facts and truth, but who “shouts the loudest,” requiring the modern consumer to be more educated. Way back when PR used to have a couple of days to respond to a response or statement, now they have mere minutes. News travels insanely fast through a multitude of channels and is nearly instantaneous–it’s online mere moments after it’s picked up by a publication. The speed news travels leaves very little time for PR pros to respond through a statement or even a social media post. Traditional PR, press coverage and social media creates an ecosystem of news, especially in a time of crisis.

Fortunately, there’s a solution. If you share positive press coverage from a credible third party and then have your audience share it, you create positive engagement that can negate less-than-positive press, because that third-party validation builds credibility. For example, prospective job applicants would much rather read reviews about your company from anonymous employees rather than hearing you brag about yourself. As  Ketchum’s Chairman Rob Flaherty said in a web summit this past year “The most important currency is sharing. The new currency is the human channel and getting to them is more difficult and complex than ever. Today a consumer that talks about your brand is more important than you talking about your brand.” The fact is, a small number of opinions can go global and become a worldwide view, so managing your traditional and digital media is essential for your company to succeed.


Social drives news. News drives social.

Social media can be a mystery to organizations. It’s a living, breathing news machine. How do companies keep up with a channel that operates at lightning speed? Lines are blurring between PR and social media and your target audience now expects you to be up-to-date on social trends. It is a two-way dialogue.

The answer is simple: being part of the conversation will allow you to anticipate how people are going to respond. From there you can strategically develop talking points. Thinking like your consumer first before which social media channels you want to use will allow you to target your audience in a way they’ll respond to. This is especially important in crisis communications. If you’re up-to-speed on what your consumers are saying about your brand you can ensure you’re prepared no matter what comes your way. A way to be even sharper with social media is following industry leaders and emerging leaders in your field on social media. You can also look at industries that are completely unrelated to you. Knowledge is power when it comes to news.


Analytics is everything.

Being able to see exactly what your company, competitors and industry are up to is imperative to  your success. It can help with everything from reporting your company’s mentions in the media to other departments to measuring how your PR efforts are working with your target audience. For example, if you work for Coca Cola and had a recent lifestyle ad that promoted your new Diet Coke Lime flavor, you’d want to see how often it was showing up on TV, online news and social media. Knowing exactly who’s interested and region/demographic they’re in will allow you to specifically re-target that particular audience. In addition, sharing these reports will allow you to promote your team and highlight your PR efforts.


PR is evolving as we know it and the new ecosystem of traditional PR, press coverage and social media work seamlessly in a time of crisis. Recognizing that mindful sharing and being able to monitor your organization and surroundings is the way of the future, enabling your organization to be successful in the long run.
Until next time!
Critical Mention