Change is how we adapt, and it also enables us to learn and grow. PR professionals must be well-versed in change. PR, advertising, and marketing agencies have transformed over the last five to ten years. Here’s how agency pros have updated their roles to remain relevant in today’s increasingly digital world:
- Demonstrating Return on Investment (ROI)
PR agencies that are creating content are generally doing so without the need for large paid media budgets that guarantee what was created will be seen. Instead, we are using our expertise in earning media coverage to create stories that media outlets and their readers will want to publish and share. In some ways, this can harder. But the return on investment when you get it right is astronomical.
- Combining Traditional with Digital
When social media was on the rise, many brand managers used it in attempt to “stay with the times.” Today, they see the value with advertising, customer service, and engagement. Ad agencies are now creating sectors to close the gaps that some brands previously ignored (ie: digital teams, social media advertising, etc.).
Digital agencies have been successfully integrating traditional marketing initiatives. Involving public relations, digital marketing, search engine optimization and social media shares knowledge, findings, content, and creativity.
- The Future Direction for Brand Management
In the early 2000s, brand managers weren’t able to engage with their audiences as easily as they can today. Now, the interaction is immediate through real-time channels. This, however, can become difficult when responses are sometimes limited to 140 characters or less. It’s also important to not dilute the voice and messaging of your brand. All communication and content creation should align with the long-term vision of the brand.
Prior to social media, journalists would have to call in updates so they could inform the public. Today, response times and updates are expected at an immediate rate. In contrast, activists, stakeholders, and support groups can take down a brand in minutes.
Daily/national publications and TV news channels aren’t the only ones of importance about today’s society. Any reporter or influential social media can Tweet about a crisis and inform people or even spread rumors.
- How PR Pros Can Adapt to the Social Media Change
Adapting to these changes for our clients is still a process of continuation. Many agencies and their employees are erasing the fine line between traditional and digital and moving towards becoming creative professionals. In order to respect the audience, client, and fan expectations, here are a few things that can be done:
- PR Professionals must have clear and correct information if and when a crisis arises.
- Get approval and publish statements on social media rather than traditional press releases.
- Make user expertise a priority.