The Future of PR: Embracing Conscious Storytelling and Thought Leadership

Key Takeaways

• PR should focus on nurturing personal narratives alongside professional stories to create meaningful connections.
• Thought leadership is a universal concept, encompassing personal and professional growth and influence.
• Leveraging various forms of media, such as the PESO model, is crucial for balanced and effective public relations strategies.

Tune into the full episode 34 of the On a Mission Mojo podcast here.

Public relations (PR) is an evolving field that demands not only strategic skills but also a human-centric touch. In a recent insightful discussion, Lori Young and Ashley Graham delved into the importance of conscious PR, how to position oneself as a thought leader, and the future landscape of the industry. This article explores their conversation in-depth, highlighting the importance of narrative, the essence of thought leadership, and the potential trajectory of PR.

Embracing Personal Narratives in PR

PR has long been viewed as a tool for professional storytelling. However, Ashley Graham emphasizes the unique approach of integrating personal narratives with professional ones to foster genuine connections.

Bridging Personal and Professional Experiences

"I ask about if there was any memorable experiences that they have gone through in their personal life that they believe has completely transformed who they are as a person," Graham shared. This holistic approach humanizes the subject matter experts, making their stories more relatable and compelling. The blending of personal and professional experiences allows individuals to showcase their authentic selves, which can be particularly impactful in a media-saturated world where genuine connections are rare.

Example in Action

Lori Young discussed her own journey and the importance of weaving her personal narrative into her professional journey. She shared the impact of feeling like an underdog, which now fuels her drive to elevate other underdogs through her platform. "I've always been kind of a black sheep and an underdog in my family, and it's been a horrible feeling. It's been a horrible feeling to try to rise above and say, hey, look, I'm really a good person."

This narrative not only humanizes Young but also aligns perfectly with her mission of supporting heart-centered businesses striving to make a difference.

Defining Thought Leadership in Modern PR

Thought leadership is a term that often gets thrown around but is rarely understood in depth. It’s more than just being an industry expert; it's about influencing and leading conversations in meaningful ways.

What is Thought Leadership?

According to Graham, thought leadership is about making a mark—both personally and professionally. "You have thought leaders who are being known for, you know, leading with heart or being known for spirituality or leading with purpose through nonprofits." Thought leadership is a universal concept, encompassing both personal and professional dimensions. It’s about consistency, credibility, and contributing to a larger dialogue.

Universal Appeal

Lori Young raised an important distinction about thought leadership often being seen as requiring innovative, groundbreaking ideas: "I've seen thought leadership described as someone who is an innovator, someone who brings different ideas about a particular subject that other people aren't bringing."

Graham counters this with the notion that thought leadership can also be about consistent contributions: "Again, I believe thought leadership is it's universal." This perspective democratizes thought leadership, making it accessible to anyone willing to share their unique voice consistently and impactfully.

Leveraging the PESO Model for Effective PR

The PESO model (Paid, Earned, Shared, and Owned media) offers a comprehensive framework for understanding and implementing PR strategies.

Breaking Down the PESO Model

1. Paid Media: This includes sponsored content or advertisements. Graham highlighted, "If you're buying like an advertising spot on social media or on another platform, that would be considered paid media."
2. Earned Media: This is the essence of traditional PR, involving media relations where you earn coverage through merit. "Earned media is public relations, media relations and any type of opportunity that is created based off of that source or that subject matter, expert, thought leader or business earning that opportunity," explained Graham.
3. Shared Media: Focuses on content that is distributed across social platforms. This type involves using your bylined articles, social media posts, and more to distribute your message widely.
4. Owned Media: These are the channels and content that you create and control, like your website, blog, newsletters, and eBooks. "Owned media could also be like your white papers or your eBooks or things of that nature," Graham elaborated.

Understanding the Overlaps

"The overlaps between both shared and owned media play a critical role in building a strong PR foundation," Graham says. For example, high-quality blog content (owned media) shared on social platforms (shared media) integrates and amplifies your message. By utilizing the PESO model comprehensively, businesses can craft a balanced PR approach that maximizes visibility and influence.

The Future Trajectory of PR

As the landscape of PR evolves, the focus is increasingly turning towards authenticity and conscious storytelling. Future PR strategies will likely put more emphasis on building genuine connections and less on chasing fleeting media opportunities.

Lean Towards Intuition and Authenticity

Ashley Graham noted the importance of intuition in her PR practice: "I believe my superpower is just my intuition. I have used my intuition in a lot of endeavors, and it is always wonderful to see when I am sensing the right things and also sensing the wrong things." As the field becomes more crowded, leveraging intuition and authenticity will become crucial differentiators for PR professionals.

Adapting to New Platforms

Graham also shared her excitement about new platforms like Instagram Threads, which encourages concise and impactful storytelling. "Platforms give you so much insight into what can work for you and what wouldn't work for you. You just have to pay attention," she says, highlighting the importance of being adaptable and observant in the ever-changing media landscape.

Public relations is evolving into a more inclusive, narrative-driven, and strategically diverse field. By leveraging personal stories, understanding the comprehensive nature of thought leadership, and utilizing models like PESO, professionals can enhance their PR endeavors and create meaningful, lasting impacts.

Through integrating these insights, businesses and thought leaders alike can elevate their presence and truly make a difference in the world.

For more inspiring episodes of the On a Mission Mojo podcast, visit www.onamissionmojo.com .