The future of public relations is an exciting and ever-changing field. While the basic principles of PR remain the same, the way that PR is practiced is constantly evolving. In this blog post, we’ll explore some of the future trends in public relations, and how you can stay ahead of the curve.
1. Blockchain Management
Nine years have passed since the invention of blockchain, which is most frequently related to bitcoin. Public relations is one of the sectors where its applications are actively being investigated. Blockchain technology is used by PR specialists to monitor media coverage, create fresh data points for analysis, and more accurately gauge the success of campaigns.PR experts can use blockchain technology to confirm whether someone truly saw an advertisement or read an article about their company. It entails putting the content in “blocks” that anyone with a desire to view it can access.
This enables businesses to precisely track the placement of their headlines on a webpage, the number of people who saw them, their placement on the page, and the other material that showed alongside them.
2. Influencer Marketing
People want relevant information that will help them in these difficult times, therefore brands and influencers will need to provide more personalized, solution-based content. Live content will grow in popularity because consumers need interaction online.
The desire for impromptu material has led to the emergence of relatable micro-influencers with fewer followers but who are authorities in their field. Given how people feel about celebrities right now in our nation, micro-influencers will be more effective at inspiring audiences and boosting engagement. Influencer marketing with a purpose will grow in popularity.
3. Metaverse
This new style of gathering, talking, networking, and informing has benefits for the future of public relations as an industry. Digital book and magazine signings and meet-and-greets, podcasts and interviews with ‘live’ audiences, and virtual networking and speaking events are just a few of the possibilities that are now possible.
Digital media, including online publications, podcasts, and video news, are still important, accessible, and commonplace. Because it is the foundation of the media, printed media will always be its core. Imagine consumers being able to physically approach a digital newsstand in the metaverse and buy a physical-yet-digital magazine to “hold” in their virtual reality. The idea marries the tried-and-true with the novel, the inventive with the conventional.
4. Community Building
Building communities would be where public relations will go in the future. Take into account people’s declining trust in the media as well as the explosive growth of social media as a news source. It is also mentioned that relatives and friends are a significant source of news for them. We prefer to rely on our interpersonal connections for the news and information we require. Even though news organisations are struggling to find funding and staff members, we no longer have to rely on them to serve as our conduit to the public.
5. Personalized content catering to niche audiences
Consumers are driving the need for hyper-personalized content that speaks to them in a way that helps them solve problems. A much smarter and aware target audience expects the brands they associate with to anticipate their needs in advance, urging companies to step up their personalization game. Thankfully, it has become relatively simpler by the virtue of advancements in tools for social listening, on-site behaviour, purchase behaviour etc., paving the way for a better understanding of them. The information is then being used to frame effective strategies which will find a connect with these audiences. Brands who are now tailoring and curating content to the specific needs of an individual are on the rise and so are novel ways to keep the audience hooked. PR gaining more importance in marketing While PR has always acted as a support to other marketing efforts like advertising, this year will see
PR getting a bigger piece of the marketing pie. This is mainly due to the fact that consumers want authenticity from companies and PR is a means to build that trust which companies crave. More and more companies have realized the advantages of the integration of PR in their overall marketing strategy. Hence, marketing strategies will be tied to PR strategies which will work in tandem to deliver the desired results making it a year for effective integration and collaboration.
6. Robust reputation management
We are in an era of fake news and dark PR. Any business with an online presence cannot afford to neglect what is being said about it on the internet. Even a single negative tweet needs to be taken care of, as it will be seen by hundreds of people, which in turn will affect their perception of the brand. This reality is driving organisations to focus on online reputation management. Now, with a host of ORM tools, it has become simpler to keep a track of conversations happening around a certain topic, especially on social media. It has also been proven that customer purchase decisions are affected by online reviews hence even smaller businesses are gearing up to manage their online reputation. Recognising this power of the voice of the internet which can ruin a brand, companies will continue to invest in reputation management measures. While trends in Public Relations will evolve, what will not change is the fact that at its core PR is about communication through relationship building, with the help of effective storytelling.
We have fantastic opportunity to use social media to share our own captivating stories thanks to the new media landscape. But we must work to maintain attention just like the media does to keep the public’s eyes and ears. And community building is the most successful method of keeping viewers interested.
– Avni Khandelwal
Avni is a student at School Of COmmunications and REputations (SCoRe) – Class of 2022 – Spring Batch. She is born and brought up in Jaipur. She has done her graduation in BJMC from IIS University. She can be reached on Twitter as @AvniKhandewal and on LinkedIn as Avni Khandelwal
