What do you do if your Public Relations knowledge is outdated in the evolving media landscape?

In the face of an evolving media landscape, where traditional PR practices no longer hold the sway they once did, embracing change is not just beneficial—it's imperative. Integrating social media, influencer engagements, and innovative content strategies becomes crucial as digital platforms take precedence. This shift necessitates a departure from the old and a bold step into mastering new skills and technologies. Embracing change means becoming proficient in social media analytics, understanding the impact of SEO on visibility, and exploring novel storytelling mediums like podcasts and virtual events. Success in modern PR is predicated on adaptability and an eagerness to embrace the new norms of communication and engagement.

read. oh my god. everyone here is trying to rewrite the rules of reality, just read. read everybody's stuff. it really is that easy. be honest if your client actually fits and then write a simple email. it works every day

If you’re an in-house company Comms or PR professional, I encourage you to tap your agency partners to learn about the latest in our field. Typically agencies work with a diverse set of clients, and with that comes experience with best practices.

To keep your PR knowledge and skills up to date, follow these simple tips: 1. Monitor professional media: subscribe to bloggers on your topic on social media, read news on marketing, advertising and PR. 2. Events: attend online and offline professional events. This will keep you on track with the agenda. 3. Networking: communicate with colleagues in the office, on social media and at events. Sharing experiences is still important for progress. 4. New technologies and channels: Research and test new comm technologies and channels after learning about them in the media, at events or from colleagues. This will give new experiences and allow you to form an opinion. 5. Creative: Think differently. Look for new formats and try.

In navigating outdated Public Relations knowledge amidst an evolving media landscape, embracing change is paramount. Acknowledge the shift from traditional methods to the dynamic fusion of social media, influencer collaborations, and content marketing. Adaptation requires shedding antiquated practices and embracing contemporary platforms and technologies. Engage with social media analytics, grasp the significance of SEO, and explore innovative storytelling avenues such as podcasts and virtual events. Flexibility and openness to learning are key in staying relevant and effective in modern PR endeavors.

Start by familiarizing yourself with the basics of SEO, such as keywords, meta tags, and backlinks. There are plenty of online resources and courses that can help you grasp these concepts. Next, apply your SEO knowledge to your strategies. Optimize your web pages with relevant keywords, create engaging content that attracts organic traffic, and build quality backlinks from reputable sources. By staying informed, applying SEO principles to your efforts, utilizing tools, and collaborating with experts, you'll gain a solid understanding of SEO and its impact on your overall marketing strategy!

Understanding SEO is crucial for modern PR, but in the ever-evolving digital landscape, prioritize usability and internal web best practices post the latest Google update of March 2024. Segment your information for easy accessibility and consider implementing marketing automation for better customer retention and feedback management before diving into outreach efforts.

SEO has become an indispensable element of the company's PR strategy. Understanding that visibility in search engines can significantly impact our reach and effectiveness, we should invest time in keyword research, content optimization, and SEO training for our team. By integrating SEO practices, we not only enhance our digital presence but also make our educational and advocacy content more accessible to a global audience, driving more engagement and support for our cause.

Master social media monitoring and create a social listening strategy. Social listening helps PR pros better understand their target audiences and the types of content that resonates with them. It allows marketers to stay on top of consumer trends and spot new opportunities to jump in on the conversation and reach new audiences.

Social media is a PR game-changer. It empowers professionals to build brand awareness, connect with audiences, and generate positive media coverage. By leveraging social listening tools, you can stay on top of industry trends and tailor messaging. Building relationships with journalists and influencers fosters connections that can lead to collaborations and media opportunities. Sharing newsworthy content keeps your audience engaged and attracts journalists. Social media also allows you to participate in industry conversations, solidifying your position as a thought leader and boosting brand credibility.

For 10 years, I have been developing, managing, and continuously building a network of content sites and blogs. As it reached 100+, I added social media channels that now have a consolidated 6 million followers. These were initially used to promote my sites. Then last year, a PR company hired our services to push their PR content. Since I had some automation on social media sharing from my platforms, the reach of PR posts grew exponentially for the client. Today, the combination of PR + Social has become a staple. We also grew our clientele of PR companies.

When it comes to engaging with your audience, disseminating information, and even obtaining information from your audiences it truly is a strategic approach. I have found that you need to know your audience, their needs, and what platforms they are more prone to use based on their needs. Once you have achieved this is when you can use social media to your advantage because you are truly reaching your target audiences.

The powerful thing about the various social platforms is that we can define differentiated strategies according to the audience. Nowadays, they are no longer unidirectional or bidirectional, today they are multidirectional, we must be able to obtain the correct data, analyze it and understand it well, and thus be able to define the how, the what, and the why to use in each stakeholder

The way communication is evolving, there is a requirement for all the related areas to evolve including public relations. The best part is that it already comes with a network which can be leveraged for the upcoming trends and tools which can elevate the performance. All it requires an openness to learn things from the network through various platforms and apply the knowledge on an ongoing basis.

In my experience, some of the best learnings can come from working with a team with a wide variety of talents and experiences. Don’t be afraid to pick up knowledge from people who are just starting out, either. The way we engage with each other is changing so fast that if you close yourself off to new communications channels or styles you will be missing a trick! Stay relevant by surrounding yourself with the right people and avoid hierarchy.

Learn! From everything and from everyone! Don’t hesitate in asking for help to learn. And more important is to seek for different perspectives and business, from sports, culture, etc

In my experience, joining a professional association is essential. Make sure you select relevant interest groups, like younger members, or sectoral viewpoints like legal, medical, or insurance.

Lean into your relationships with journalists. Ask them what has changed in their world. Where are they looking for story ideas or finding sources? Their answers will likely be significantly different than they would've been a few years ago.

Find the person in your area that you feel is doing an amazing job. The person that intimidates you a little because they are so successful. Find that person and send them a LinkedIn request, find an opportunity to meet with them at a networking event, or see if they are willing to join a 30 min zoom call. Learning their best practices and ways of staying ahead of the curve will help you sharpen your skills faster.

Look for people in your network who can guide you on the latest trends, certifications or events that you can join. Networking has never been easier thanks to online platforms that can connect you with professionals around the world. Don't be afraid to send a message on LinkedIn to colleagues you might not know personally.

Today networking has a different meaning. It no longer is face to face contact it now encompasses other options which also allows you to expand and have a more diverse network. With the new digital age, it is important to know what is offered through media platforms for networking and take advantage of those experiences. I have found that some of my best resources have been through contacts I have met through online networking events verse in person contacts that are close to home. Additionally, you are able to connect with individuals who have a more diverse scope of experiences that you never know can help you one day with your own PR dilemma.

Keep in mind that networking today is different from a few years ago. Journalists are using new platforms to connect with publicists, and outlets like Substack or Qwoted are good places to start.

Networking effectively in the evolving media landscape starts with building meaningful connections. Attend industry events, join professional associations, and engage in online forums to meet fellow PR professionals. For instance, I regularly attend PR conferences and networking mixers where I meet new people and reconnect with industry contacts. I also participate in online PR communities and LinkedIn groups to share insights and learn from. By networking effectively, staying engaged with industry peers, and adding value to your connections, you'll expand your knowledge and opportunities in the evolving media landscape!

Monitor Media Trends Stay updated on media trends by regularly monitoring industry publications, blogs and social media channels. This ensures awareness of the latest developments in PR and media, facilitating informed decision-making and adaptation to the evolving landscape.

Affiliate marketing has entered the game, making earned coverage even more difficult. Learning the ins and outs of affiliate links will go a long way.

A good PR strategy must be tailored to each audience and constantly reviewed regarding the adaptability of new formats and platforms. This way, PR remains competitive in the market without the feeling of being outdated.

In the evolving world of PR, the role of creativity cannot be overstated. It's the lifeblood of strategic differentiation, enabling us to craft messages that resonate deeply and stand out in a saturated media landscape. Beyond the adoption of digital tools and agile methodologies, infusing creativity into our strategies propels us towards more impactful, memorable campaigns. It’s through creative thinking that we navigate the complexities of modern media, ensuring our messages not only reach but also engage our audiences effectively.

Be willing to experiment with new strategies, tactics, and channels in your PR efforts. Test different approaches, measure results, and adapt your strategies based on insights and feedback.

-Participate in hands-on experiences like shadowing a journalist for a day, attend press events -Enhance your Storytelling, craft more creative and compelling narratives that resonate with modern audiences across various digital platforms. -Gamify your content by turning it into a fun and engaging challenge. Create PR-related quizzes, scavenger hunts for industry insights, or interactive storytelling games. -Explore visual storytelling techniques by attending art exhibitions, photography workshops, or filmmaking classes. Incorporating visual elements into your PR strategies can help captivate audiences. -Invite all the teams to brainstorm creative solutions to foster creativity, teamwork, and out-of-the-box thinking.

A lot of us in public relations and media relations are learning on the job. Consider: how are you reaching and engaging with reporters, what thought leadership behaviors and types of content and formats are landing, what new strategies are you trying and are working. I think step 1 is to recognize old-school PR tactics are no longer working in the way they used to, so the question becomes what does modern PR look like? It’s for each of us to be figuring out every day.

By actively engaging in continuous learning, staying informed, networking, embracing digital tools, experimenting, collaborating cross-functionally, and seeking feedback, you can effectively navigate and thrive in the evolving media landscape.

Build a game plan much like you would a PR or comms strategy (take a cue from SMART goals). Leverage insights from resources like Edelman’s future of comms report as part of your research. Prioritize the areas you want to innovate relative to your organization’s needs and what you want to accomplish. Do you want to improve your measurement and evaluation? Improve your influencer or niche pub strategies? Need to advocate for a commstech tool budget? Design your PR improvements like a road map, all leading in the same direction, but different roads and speeds.

The traditional PR landscape has anyway changed a lot. From print and electronic to social media, thought leadership, digital campaigns, bloggers & influencers, and podcasts. The only option is to learn & explore continuously. Stay on top of your game by learning from your peers, your agencies, and your competitors.