Embracing Change- Evolving Public Relations Part 1- Setting the tone
Junaid Shafqat
Marketing | Public Relations | Digital Communications | Sustainability | Influencer Management | Sentiment Analysis | Internal Communications
As wave after wave of digitization engulfs the very many conventional media like gaming, shopping, entertainment and communication, we see a profound impact of the same on Public Relations and Media. A decade back we used to turn to newspapers to catch up on news, now we look for Twitter trends. A few years ago we used to rely on our television sets to watch news, now its Facebook and YouTube that’s keeping us up to date with video content. We used to rely on a handful of reporters to create and disburse news, now anyone with a Twitter or Facebook account is a reporter or close to one. News creation and reporting has changed and it’s harder to wheedle out positive news and even harder to brush the negative under the carpet. The very fabric of PR is changing.
Managing brands and their reputation is more challenging now, than ever, and Public Relations’ professionals have to acclimatize with the changing dynamics of the PR universe. When I joined my organization as a PR associate my job description outlined only the conventional channels and the traditional media and PR universe and how I was to ensure my company’s positive relations within the realms of this universe. However, four years down the lane I see how different my job role has become and I seem to rely more and more on the new channels. I believe that in a few years, reporting and news generation/creation and the way our customers consume news will, predominantly, be through the ever-evolving digital media and the conventional channels will become significantly redundant.
How do we control millions of our customers/potential customers from spewing negative news and how do we cajole them to “LIKE/Tweet” our positives? It is a mammoth task creating a reputation and ONE negative item that gets more than 500 likes can destroy it. How do we use this leviathan to our advantage and how do we leverage it to our benefit? Do we run test cases with our audience before publishing a news? Do we ignore the haters? Do we answer them back? There are, and will always be several questions as we transition from the conventional to the innovative.
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Marketing Communications Specialist
8 年Easier to measure the impact. How many people actually read our release last week? No one can say. If they read it, did they buy the product? No one can say. Through digital mediums, we have real time data, which assists us in gauging the response to our post, while providing an opportunity to further tap the audience who show a keen interest.