In a society where access to new information is based around news and articles, it's natural that PR plays a pivotal role in sharing their stories with the masses. There is a massive stigma about the relationship between PR pros and journalists and we are hoping to change this over the next few years. These relationships are crucial and each side - whether they want to admit it or not - are co-dependent to some degree.
In the third part of his 4-part series, Jered talks about where journalism is headed, where PR is headed, and what the intersection of these will look like in the future!
Where do you see journalism headed in the next ten years?
I feel like there’s a lot of changes already occurring and more to come. We will definitely see more newsrooms putting up paywalls and I wouldn’t be surprised if within 10 years you’ll have to pay for any “news story” you consume from trusted news sources. I think this will, in turn, allow newsrooms to hire more employees and expand their coverage areas.
What will the state of PR be when more technology is incorporated and introduced?
First, I see this as a positive addition to the industry. Secondly, I think it will arm and enable PR teams to identify and provide more value to their brands and clients. There haven’t traditionally been metrics to track ROI for PR efforts and technology is already starting to aide this.
How do you see the role of PR and marketing taking shape?
I see PR becoming more of an arm within the marketing sphere. Getting a placement is no different than building a backlink for a brand, to name one example. As the role of PR begins to require more than communications, the need for basic marketing knowledge and skills is growing too. I also foresee a lot of agencies integrating each "department" into their service offerings.
Do you see the relationship between publicists and journalists improving or deteriorating as time progresses?
I see it improving within the next few years. Although PR folks do get a lot of crap from journalists, I think it’s because journalists are saying things but the publicists aren’t listening close enough. Journalists are clearly outnumbered and depend on brands to help them develop stories - that will never go away. I think it is going to require a lot of effort on both sides to mend the current state but there’s also a lot of folks who are doing their jobs well. Educating the young workforce will be crucial to improving the entire process, and I’m excited we can help with this at OnePitch.
What's next for OnePitch?
So much. We have a ton planned for the next 3-5 years and there will be plenty more after then. Our goal is to develop a tool/resource that both publicists and journalists can incorporate into their daily routine. We know first hand the pain points each side experiences and our goal is to deliver a service which will help resolve them.
Stay tuned for next week's final part of Jered's Q&A series highlighting where OnePitch is headed, his motivations, and his favorite part about the company! In the meantime, check out his past parts of his series here.
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