Public relations doesn’t operate as it once did.
Companies are trading boring news releases in traditional newspapers for educational articles in online publications. Audiences value authenticity over promotion, and they now see more content in a day than they could read in a year.
It falls to PR pros to convince consumers that their content is worth consuming, and now PR departments are turning to marketing techniques for answers.
A recent study from The Holmes Report details how this partnership has evolved and what companies should do to navigate the changing landscape.
The future of PR
According to the report, almost 90 percent of PR executives believe the term “public relations” will not accurately characterize the job they will be doing in 5 years’ time.
With change coming so quickly, what will modern PR look like—and how can companies prepare to meet evolving audience needs?
This same study also found that 47 percent of PR professionals and 61 percent of marketers believe PR will “become more closely aligned” with marketing over the same period.
These trends don’t mean marketing will absorb PR, or that it will disappear; they simply suggest that PR professionals must re-evaluate how they engage audiences and boost brand image.
They can do this by starting with the narratives they share and the tactics they use to do it.
Why change now?
Audience demand for authenticity is changing everything. In an
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