Public relations, unlike marketing, is an industry where your comfort level with and ability to adapt to change is a requirement for success. Unlike other facets of marketing where shifts are slower, PR is dynamic. And it's always favored the quick and the nimble.
Rapid change is a constant in our industry. Part of this is due to the news cycle, which now moves at light speed. However, there are other dynamics at work as well that are only accelerating the pace.
For example, technology has created a far more global environment. There's also been a shift in perception in the C-suite. PR is now seen as more than publicity and a critical link to creating relationships that build or re-build trust.
The biggest changes, however, may be in how people now get their information. This directly impacts how firms like ours, the industry's single largest player, counsel clients in how to promote their brands and also protect their reputations.
My role is to study these content shifts and accelerate our embrace of them. And with this in mind, here are three of the biggest trends impacting the industry:
1) News You Read Differs from News You Say You Read
Social media was just a blip on the media's radar screen when I joined Edelman in 2006. Today, thanks in part to the hockey-stick growth in smartphone usage, it's now a major driver of traffic to news sites. One global media executive I met recently shared that social media now accounts for 50 percent of his traffic.
This, as a result, changes how journalists do their job. They are now expected to not just report the news but to package it in a way that encourages social shares. There's a growing art and science in how to tell stories in a way that elevates the audience's own image and this, studies have shown, can introduce readers to new sources of information that they become loyal to.
Buzzfeed is one of the best examples here. Their infectious mix of listicles and slideshows are irresistibly shareable. But make no mistake – they are the means to discovering the hard-hitting journalism Buzzfeed is also cranking out.
The media are now creating content in two different styles: one built for sharing and another meant for deeper consumption. And this impacts how we, as professional communicators, counsel our clients in the same as the art and science evolve.
2) Every Company Can Be a Media Company
The second important shift is that companies are now growing confident in their ability to go direct to their audience with original content. They're sharing their own stories on their own channels and in their own voice.
Part of this change is, again, due to social media. Over the last seven or eight years, businesses have set up the infrastructure to create compelling content for their digital embassies on social networks. However, it's broader.
There's a renewed interest now in corporate/brand blogs and magazine sites. One of the best examples is Microsoft Stories. (Microsoft is an Edelman client but we didn't work on this project.)
In addition, companies (either on their own or with the help of programs like the Edelman Creative Newsroom) are setting up the means to be always on and always ready with content.
3) Paid, Earned and Owned Content are Colliding
Last, but not by any means least, is the rise of sponsored content or what many call "native advertising."
With revenue pressures only growing, many publishers large and small now allow advertisers to publish their content right next to what's editorial. Or, in other cases, they're partnering with brands to co-produce new content. (We published a report on this topic, which you can find here).
This is a change that's here to stay and it's a real opportunity for the PR industry to lead the charge. It requires a journalistic mindset and a respect for the reader/viewer. This is what the best in PR are known for.
However, importantly, it gives public relations professionals an even more prominent seat at the marketing table. And this will unlock all kinds of new opportunities for growth in PR.
There are many other changes impact our industry. But these are three that are creating the most immediate impact for people at all levels.
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