Is PR still a thing today? - bicom

Is PR still a thing today?

Public Relations has long been a cornerstone of effective communication strategies for businesses and organizations. In today’s fast-paced digital world where information spreads instantaneously across various platforms, the role of PR has evolved significantly. As we look into the future, understanding the evolution of PR becomes crucial. 

Evolution of PR 

Traditionally, PR was synonymous with press releases, media relations, and crisis management. We went from using a rolodex and a handline to leading digital-based campaigns. While some traditional elements remain vital, the digital revolution has expanded PR’s scope. Social media platforms, digital content creation, influencer partnerships, and online reputation management are now integral parts of PR strategies. 

Modern PR strategies focus on storytelling and engagement rather than just dissemination of information. Brands now seek to connect emotionally with their audiences through compelling and authentic narratives that resonate across various channels. This shift reflects a deeper understanding of consumer behavior and the importance of building sustainable relationships. 

The availability of data analytics has revolutionized PR. Metrics such as engagement rates, sentiment analysis, and audience demographics provide actionable insights for refining PR campaigns in real-time which allows professionals to adjust strategies accordingly. 


PR 2.0 

Managing Online Reputation, Trust and Credibility

With the proliferation of online platforms, managing reputation in the digital space has become paramount. PR professionals monitor online conversations, respond to feedback swiftly, and mitigate crises before they escalate. Proactive reputation management safeguards brand image and fosters a positive online presence. In an era of skepticism and information overload, PR plays a crucial role in building and maintaining trust. Authenticity, transparency, and consistency in communication are more important than ever to help enhance brand reputation and loyalty. 

 

Holistic Strategies Integrating Marketing and Digital Tactics 

PR is increasingly integrated with broader marketing and digital strategies. Collaborative efforts ensure cohesive messaging across paid, owned, and earned media channels. By aligning PR goals with marketing objectives, organizations can amplify their reach and impact effectively. 

 

Influencer-Led Brand Strategies 

Content creators have emerged as pivotal players in modern PR strategies. These individuals wield significant influence over niche communities and consumer behaviors, making them valuable partners for brands seeking to enhance their reach and credibility. By collaborating with influencers whose values align with their own, PR professionals can leverage authentic endorsements and engaging content that resonate with target audiences. Influencers help humanize brands, fostering genuine connections and enhancing brand perception through storytelling and advocacy. Moreover, their ability to create viral content and drive conversations on social media platforms provides PR campaigns with an organic and impactful reach that traditional advertising often cannot match. As influencers continue to evolve and diversify, their role in PR will remain integral, offering brands powerful avenues for connecting with audiences in an increasingly digital and fragmented media landscape. 

Is PR still a thing today?, bicom


Is the future bright? 

Shift in Media Landscape 

The media landscape is undergoing profound transformations. Traditional media outlets, while still influential, now coexist with a vast array of digital platforms where information flows instantaneously and globally. Canada’s bill-C18 which passed in June 2023, required Canadians to change their habits in consuming digital news. Following this, an increasing number of media outlets have restricted their content offering to a subscription-based plan as an effort to generate more revenue and now focus more on sponsored and affiliated content. The rise of algorithm-driven content distribution, where visibility is influenced by paid promotions and platform algorithms, further complicates the pursuit of organic mentions. As media organizations prioritize content that drives engagement and ad revenue, securing organic coverage often requires innovative and highly relevant storytelling, coupled with strategic relationship-building and data-driven insights to capture and retain media interest. This evolving landscape underscores the need for PR professionals to craft compelling, newsworthy narratives and leverage relationships with influencers and media gatekeepers to achieve meaningful media presence. With that said, it looks like the future does look bright. According to recent Angus Reid Omnibus Survey, 46% of Canadians read traditional print media at least once a month and 31% read it at least once a week.  “Despite the ever-evolving media landscape, our clients have seen tremendous success resulting from media relations lately. Being mentioned in print, online or in broadcast still brings great credibility to brands and drives their awareness. This is what they are looking for” says Polina Lichagina, Vice-President, Operations and Client Service at bicom. 

 

Transparency and Accountability 

The rise of citizen journalism and user-generated content has blurred the lines between professional journalism and personal perspectives. Adapting to this evolving landscape requires PR professionals to prioritize authenticity, honesty and responsiveness across diverse media channels. The demand for authenticity and accountability from brands and organizations is driving a shift towards more ethical PR practices that effectively amplify messages, manage reputations, and foster meaningful connections with audiences in the digital age. 

 

AI and Automation 

Artificial Intelligence and automation are set to transform PR practices further. AI-powered tools can analyze vast amounts of data, predict trends, and personalize communication strategies. Montreal tech startup Heylist developed a platform that streamline influencer marketing campaign from A to Z, allowing brands and agencies to focus on creativity and strategy. From smart search to personalized creator list and outreach automation, their tools embrace AI and machine learning delivering more relevant, impactful, and data-driven campaigns in the dynamic digital landscape of tomorrow.  

 

Influence of Gen Z and Gen Alpha 

As Generation Z emerges as a dominant consumer demographic, PR strategies will evolve to resonate with their values and preferences. As we anticipate the influence of Generation Alpha, who are growing up in a highly digital and connected world, PR strategies must evolve to resonate with their unique behaviors and expectations. With the rise of TikTok, GenZ and Gen Alpha communities are influencing the market and demand especially when it comes to fashion and beauty. The algorithm-first platforms bombard content that feed into whatever a 16-year-old is interested in: #looksmaxxing #Kbeauty, you name it. Gen Alpha is engaging with beauty earlier than their siblings and they are about to change the rules of the game. These generations consume content across multiple channels and influence family purchasing decisions leading PR professionals to innovate continually while engaging authentically, and leverage interactive content, immersive experiences, and channels that align with their digital fluency. 

 

Agility and Crisis Management in the Digital Age 

Proactive and effective crisis management is an indispensable component of modern PR strategies. The immediacy and interconnectedness of digital platforms mean that news, both positive and negative, can spread rapidly and globally. PR professionals must be agile, able to respond swiftly in to emerging situations before they escalate. Furthermore, agile PR strategies involve not only reacting promptly but also pivoting and adjusting campaigns based on real-time feedback and evolving circumstances. By maintaining transparency, authenticity, and a proactive stance, crises can be navigated effectively, safeguarding brand reputation and fostering trust in an increasingly digital and scrutinized environment. 

 


In Closing 

While the landscape of PR has evolved significantly, its fundamental purpose remains unchanged: to build meaningful connections and manage reputation effectively. As we approach 2025, PR professionals must continue embracing innovation, leveraging data insights, and adapting strategies to meet evolving consumer behaviors and technological advancements. By staying agile and proactive, PR will continue to play a pivotal role in shaping the narrative of brands and organizations in the digital age and beyond.