The shifting paradigm of PR

The paradigm of public relations has changed and continues to be influenced by the evolving, fragmented media landscape.  Both are creating challenges and opportunities for business leaders and communications professionals. 

According to the UK Public Relations Consultants Association (PRCA), 'Public Relations', or 'PR', is all about the way organisations communicate with the public, promote themselves, and build a positive reputation and public image. The PRCA says that 'the way an organisation is represented in the media has a huge impact on how people perceive it. PR professionals try to influence the media to represent their organisation positively and communicate key messages.'

However, when one considers the breadth and scale of today’s ever-changing media, where influence can be driven by content and data (both directly, broadly and indirectly) and the convergence of media that now incorporates earned media, owned media and paid media, the challenges for public relations professionals wanting to reach stakeholders and influence is a more complex one.  Stakeholders are less constrained by the information made available to them by traditional media and can interact broadly with each other as well as directly with organisations.

New technology

New tools for PR are developing at a fast pace and being embraced by early-adopters.  When BETA versions get better, they go on to co-exist with traditional models help to streamline areas such as processes, project management and account handling, or provide snapshot analytics and analyses of coverage for client review. Using technology to best effect and transforming the way we run our client services introduces improvements, efficiencies and cost savings. 

MaRS Discover District's, an organisation that works with an extensive network of partners to help entrepreneurs launch and grow innovative companies, presents the case that improvement is not innovation as improvement to processes doesn’t equal innovation, as improvement is engineered, focused, targeted and predictable.  This is unlike innovation which is focused on making significant gains in value creation, with no precedence and little predictability. 

We often turn to start-ups for technologies, new ideas or disruptive innovations. A new and different approach of creating alternative ways of communicating, could be considered an obvious opportunity for those interested in creatively adapting new technologies to traditional models. Service team innovation can also introduce a new tech-savvy workforce able to deliver quality content, but this will demand industry innovation over time.  Business model innovation will bring PR into the here and now; a new approach that will stimulate business growth and commercial success.  

Innovation in PR will happen, but only new thinking and creativity will trigger change. 

If you would like BxBy's PR team to help you with creative ideas to improve engagement with your stakeholders, please contact us to book a no-obligation consultation.

T: +44 (0)1256 338 483