With PR becoming an even more sought after profession and the skillset of storytelling proving to be invaluable, there is no doubt that the future of public relations is bright. But where exactly is it going? Will there be more of an integration between PR and marketing? Will it become all digital? We have asked five tech PR pros what they think the future of public relations looks like, and they have answered! A great blog full of exciting and diverse answers awaits you below:
1. Michelle Kafka, Kafka Media Group
"In the next 10 years, I see PR continuing to expand in the digital space. With more publications going strictly digital and less print, it’ll be interesting to see how PR has to adapt to the changing space of journalists. Since I started in the industry, we now have social media and influencers all coming into play with placements and consideration for what’s a big hit for client coverage.”
2. Maggie Kimberl, NowSourcing
“There’s a lot of automation but personalization is always going to be key. If you want to stand out you have to give people what they are interested in, and with PR folks outnumbering journalists by something like five times, taking the time to get to know what a journalist wants is what’s going to make you stand out from the crowd. But there will also be significant challenges on both sides, which is where automation, and potentially artificial intelligence, will be able to pick up some of the slack.”
3. Michael Sols, Bidroom
“My prediction is that soon enough, only brands with in-house media production teams will be successful enough with PR. It will be so as the media increasingly have more access to advertising-quality content with minimal branding that's produced just for them. Coolest brands like Red Bull or Netflix know that. Look up to YouTube to see how it's done. There, we have PR gold nuggets such as Carpool Karaoke, Elon Musk featured in Meme Review, or even the recent "Challenger Games."
The media often republishes YouTube clips that as thousands of likes flow in for content that's entertaining, emotional, or educational. That also works for infographics, reports, and stunts. What brands aim to say might be important to them, but it's of lesser interest to Editors who need to keep up their audience numbers. So in the future, people-focused stories will take over. Eventually, even low-budget companies will have to swag out their content production. If they won’t, they will be rarely published as their competitors will offer hotter content to the media.”
4. Brian Kato, Fusion Vine
“It’s no secret that Google shows preference to sites that have high expertise, authoritativeness, and trust (E-A-T). While there are some things digital marketers can do to gain a competitive advantage, like properly coding your website with schema and open graph markup, these are ultimately signals under the control of a webmaster.
Enter: Public Relations.
While many search engines have been moving in this direction, over the next 10 years I see PR playing a pivotal role for digital marketing and entity validation. Getting people, especially journalists, to mention a business without hype is a quality signal that can be difficult to fake. I foresee search engines placing more emphasis on how businesses are connected and mentioned by individual profiles (not just websites) to verify the legitimacy of an entity.”
5. Roger Darnell, The Darnell Works Agency
“To me, it is racing even more fully into specialization. In the field of graphic design, large numbers of professionals are now finding themselves fully dedicated to “motion design.” PR already has its specialties, but I envision those niches becoming even more defined, and possibly more closely aligned with certain media types and platforms.
Ten years from now, the PR playbook for the political arena will have been rewritten at least five times. In my niche – the creative industry – and possibly others like Investor Relations, I expect the revolution to churn a little less aggressively. Generally speaking, with earned media opportunities dwindling and increasing requirements to pay for play, the best PR practitioners should be able to earn their keep… assuming their heroics are effective, and are backed up by good data.”
Want more PR-focused blog content? Well, you’ve come to the right place! We think you’d enjoy any one of our Public Relations 101 blogs, but for now, check out tips on how to create a public relations strategy that attracts media attention in Snow Qu’s How to Create An Effective Press Release in 2019!
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