The Evolution of PR in a Digital-First World

Public relations have seen a massive shakeup. Forget the old days of just sending out press releases and hoping journalists picked them up. We’re living in a digital first world now, where how we communicate online blends with marketing and even how we handle customers. This change has opened up some incredible opportunities for PR folks, but it’s also thrown in some serious curveballs.

One of the biggest shifts is that everyone’s got a voice now. Before the internet and social media took over, companies pretty much controlled what people heard through newspapers and TV. Now, anyone with a phone can share their thoughts and experiences instantly. Remember way back when social media was just starting? One angry tweet from a customer could explode online, making companies scramble to respond right away. The United Airlines incident where that passenger was removed from the plane in 2017 is a perfect example. Videos taken by other passengers went viral and shaped how people saw the airline way more than any official statement they put out at first. This showed PR teams they had to get way faster and more agile with how they dealt with online chatter.

Another key thing is that brands can talk directly to us now. They don’t have to rely just on news outlets to get their message across. Companies can build their own audiences through blogs, social media, podcasts, and videos. Think about how Nike has built this huge following on Instagram, using amazing pictures and working with influencers to talk straight to the people who buy their stuff, without always going through traditional ads. This lets them tell more detailed stories and build real communities around their brand.

Data and numbers have also changed the PR game. Back in the day, figuring out if PR was actually working was kind of a guessing game, based on things like how many people might have seen a news story. Now, we have digital tools that can track website visits, how people are reacting on social media, if they like or dislike something, and even if they end up buying something. This gives PR pros real proof of how their work is making a difference. The success of something like Spotify Wrapped, which uses your listening data to create cool personalized stuff you can share, shows how powerful data driven storytelling can be for getting people involved with a brand and creating good PR.

Working with influencers has become a big part of modern PR too. Instead of just focusing on journalists, PR people now team up with individuals who have built trust with specific groups of people online. You see this a lot in the beauty and fashion industries, where working with popular bloggers and vloggers can really get the word out about products and boost sales. But we’ve also seen some influencers get in trouble for not being clear about when they’re being paid to promote something, which shows how important it is to be honest and do things ethically in this area.

Dealing with a crisis is totally different in the digital world. Because information spreads so fast online, a small problem can blow up really quickly. PR teams now have to watch social media constantly, respond in real time, and be ready to correct any wrong information immediately. How different companies have responded to social and political movements lately shows how tricky it can be to navigate public opinion online, where saying nothing can be just as bad as saying the wrong thing.

Finally, the lines between PR and other areas like marketing and customer service are getting blurry. Things like creating good online content, making sure your website shows up in search results, and managing your social media are all part of a good PR plan now. Being able to create interesting content that people want to see and that helps your website get noticed is key to building brand awareness and being seen as an authority online.

So, the way PR works has changed a lot in this digital first world. You need to be quick, creative, good with numbers, and really understand how things work online. By embracing these changes and using the power of digital tools, PR professionals can help companies build stronger relationships with the people they want to reach, handle tough situations effectively, and really succeed in this constantly changing communication landscape.