The field of public relations constantly innovates to communicate effectively as consumer demands shift and brands embrace new communication methods. PR professionals are perpetually adapting to new trends that will shape the future of public relations, and influenced by lessons learned from the pandemic, understanding the importance of considering consumer mindset, pain points, and statistical backing while building an effective communications journey.
Top Trends Shaping the Future of the Public Relations Industry:
Content is the King. But it is also about the relationships
Consumers today experience content shock as they encounter increasing volumes of available online content that intersects with their active engagement capacity. PR professionals must go beyond content and focus on building relationships that hold unprecedented value. Strategic relationship management between a brand and its target audience will be the defining factor for PR success in the future, recognizing that relationships are royalty.
The gap between PR and Marketing will dissolve
PR professionals and marketing teams will collaborate closely to dissolve the gap between PR and Marketing. According to USC Annenberg’s 2019 Global Communications Report, 51% of communicators anticipate increased integration with marketing in the coming five years. To ensure successful campaigns and desired outcomes, PR professionals must align their efforts with marketing teams. Understanding metrics, paid ad strategies, sales goals, product positioning, and content strategies will be crucial for industry professionals as the lines between these two service offerings blur. This merger presents an opportunity for PR professionals to assume a greater role in the communications field, leading and influencing the way brands engage with their target audience.
Integration of AI in PR
Artificial Intelligence will significantly influence PR strategies, content creation, and dissemination. PR professionals will actively pitch stories supported by algorithms that determine people’s preferences and interests. Content marketing and channel selection will be automated based on consumer preferences and behavior. This will require PR professionals to think beyond traditional campaigns and develop strategies informed by research and data.
Explore new mediums of communication
While C-level executives have traditionally favored print and online mediums of communication, the past year has witnessed a surge in the popularity of new platforms like podcasts, webinars, and virtual meetings/events. Advertising revenues from podcasts are projected to reach a record high of $1 billion in 2021. Hence, it is crucial for PR professionals to understand the platform preferences of their target audience and ensure the inclusion of relevant content. This highlights the need for industry professionals to continually explore and stay abreast of evolving consumer demands for content consumption.
Evolution in Media and Influencer Ecosystems
Lastly, the increasing popularity of social media has led to the emergence of a new stream of contacts that PR professionals need to be adept with. Business Insider estimates that the influencer marketing industry will be worth as much as $15 billion by 2022. The majority of brands today prefer engaging with social media influencers for the impact and credibility they bring to the table. However, the importance of traditional media cannot be battled with, and it remains most trusted by companies across the globe. PR professionals will need to recondition their relationships with the media and influencers in order to maintain a fine balance in the interest of their clients.
While other strategic priorities will continue to impact the industry, we can ascertain that agility towards changing trends will shape the future of PR professionals. Shrinking gaps between communicators and marketing teams will lead to the evolution of new positions and departments aimed at best utilizing available channels of communication/promotion to hit the desired target. Learn more about Magnolia’s service offerings here: https://magnoliamc.com/services/
