Years ago, television, radio, and newspapers were the only sources of information. Companies and politicians could send their messages through these channels, and people heard them.
Technology made everything easier, with tools like media monitoring, analytics, workflow applications, and the like to help professionals process data faster, thereby improving relationships with their customers.
With technology, PR will be able to access all of the profits that data analysis can get, including a better understanding of the digital world. They’ll be able to develop fine-tuned messages for customers and individually tailor their campaigns to their target audience, reducing wasted content.
Our stakeholders have the command to control what they hear and what they don’t, and that’s a challenge that we have to workaround. Because people have access to so much information, so much data, and so many different thoughts, people have become more sceptical of information from all these different sources.
The challenge for PR specialists is how to reach the stakeholders when there are so many different ways to do it.
Sending press releases has become much easier with email. With a few clicks, a public relations specialist can send tens of thousands of press releases to a targeted group of journalists.
This practice, however, increases the press release junk, meaning that journalists are more likely to discard the email before even opening. There are some companies that advertise junk-free press release services. These businesses claim to have access to reporters and editors at top publications. The company will write and distribute a press release for a fee.
Social media has made PR more challenging, but it has also broadened an organisation’s openness. Public relations directors must be persevering within the way that communication is utilised. Within the past, high-ranking authorities in an organisation may have cleared out most communication outside of the business to a PR representative. Presently, each time senior supervisors interact with stakeholders, the media, and the public, they are powerless to distortion. With the multiplication of smart devices and real-time reporting, PR professionals have to educate and monitor everyone in an organisation. They must too create emergency communication plans when embarrassing and negative news goes viral over social media.
Ahmad El Masri is Account Executive at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me