{"id":907,"date":"2019-04-11T09:06:24","date_gmt":"2019-04-11T16:06:24","guid":{"rendered":"https:\/\/www.gordonbenzie.com\/blog\/?p=907"},"modified":"2021-05-31T13:55:18","modified_gmt":"2021-05-31T20:55:18","slug":"the-future-of-public-relations","status":"publish","type":"post","link":"https:\/\/www.gordonbenzie.com\/blog\/the-future-of-public-relations\/","title":{"rendered":"The Future of Public Relations"},"content":{"rendered":"\n

I just read a Global Communications Report published by the USC Annenberg School for Communications and Journalism. The findings were very interesting. One of the figures that really caught my attention was that 87% of PR professionals <\/strong>believe the term \u201cPublic Relations\u201d will no longer accurately describe the work they will do in 2022 \u2013 nor may it even exist as a separate discipline! <\/p>\n\n\n\n

As a Public Relations practitioner, these findings caught my\nattention enough to read the rest of the report. If this big of a change is on\nthe horizon, then it is probably a good idea to understand the best road to\ntake. Advance planning will help to navigate this potentially significant\ntransformation. <\/p>\n\n\n\n\n\n\n\n

Time for Alarm? Or, a Digital Transformation of Marketing and\nCommunications?  <\/h3>\n\n\n\n

Once I had read the slides summarizing the findings of this USC study<\/a>, a few observations stood out. First, there is a new group of graduates entering the field of Public Relations with an increasingly optimistic perspective that the world of PR will be around for some time. The veterans of the industry, however, have a different opinion. <\/p>\n\n\n\n

This makes sense given the changes that have occurred in the\nworlds of PR and journalism over the past decade. News media has recently been\nunder attack questioning its credibility. It has been a difficult time of\ntransition for the entire industry, which has been torn apart and rebuilt as\nsomething new that primarily lives today in the digital world. <\/p>\n\n\n\n

Another important shift has occurred as part of this digital\ntransformation. Accountability. No longer are advertising campaigns based on\ngut intuition, or is PR done to show a nice set of \u201cclippings\u201d at the end of the\nday. With the transition to digital has come reporting metrics that are quite\nrevealing, creating a new perspective on how to measure and improve both\nmarketing and PR. <\/p>\n\n\n\n

The Merging of Marketing and Public Relations<\/h3>\n\n\n\n

Looking back to the survey, another metric worth sharing is\nthat nearly 60% of those surveyed believe that the disciplines of marketing and\npublic relations will merge over the next five years. Given the increasing role\ndigital now plays as part of the marketing mix and the shift online of Public\nRelations, this makes sense. With the focus on creating digital content and\nsharing it, it is reasonable to anticipate a merging of these disciplines. <\/p>\n\n\n\n

Further, the blurring of the lines between marketing and PR\nis likely driving an expectation that the term \u201cPublic Relations\u201d will no\nlonger exist. If PR and marketing do merge closer together, then future brand\nstories told as marketing communications must be perceived as authentic. <\/p>\n\n\n\n

The Importance of Storytelling <\/h3>\n\n\n\n

I am a big Seth Godin fan \u2013 and have been one since he published the Purple Cow<\/a>. As a disciple of his teachings, I too see marketing as the effective use of storytelling to influence change. Every activity a marketer performs is part of this overall framework.<\/p>\n\n\n\n

Based on this definition, the key to navigating a successful\nmerging of PR and marketing is to embrace Public Relations best practices to ensure\nstories continue to be told \u2013 and to do so with authenticity in the same way as\na great PR campaign. <\/p>\n\n\n\n

In his book \u201cAll Marketers are Liars<\/a>\u201d, Seth Godin elaborates on this topic:<\/p>\n\n\n\n

\u201cWhat we do know (and what we talk about) is our story. Our story about why use, recommend or are loyal to you and your products. Our story about the origin and the impact and the utility of what we buy. The story of your product built into your product. The ad might be part of it, the copy might be part of it, but mostly, your product and your service and your people are all part of the story.\u201d<\/em><\/p><\/blockquote>\n\n\n\n

Given these insights, it is starting to look more and more\nreasonable to expect a merging of PR and marketing. But there is one more part\nof this digital transformation that is a necessary ingredient for success. <\/p>\n\n\n\n

A Closer Look at Paid, Earned, Shared and Owned Media<\/h3>\n\n\n\n

The USC study shared findings on how these categories will shift\nover the next five years. Specifically, respondents expect agency revenues from\nEarned media to decline by 28%, and the corresponding in-house budgets to decline\nby 21% over the next five years. (Earned media typically comprises articles and\nplacements that help validate a brand\u2019s authenticity in the media through\nstories and quotes that are more thought leadership in nature.)<\/p>\n\n\n\n

These funds are predicted to be re-invested in Shared media\nactivities, or social media campaigns. Other categories of media will remain\nunchanged. <\/p>\n\n\n\n

If we overlay these predictions with the merging of PR and\nmarketing, it becomes clear that the role of social media is expected to increase\nin importance \u2013 serving as both brand awareness and lead generation. For this\nto work, these communications need to be perceived as authentic. This helps\nexplain the increasing use of influencers as part of this strategy.<\/p>\n\n\n\n

Read this article to learn more, How PR has Changed the Advertising Model<\/a>.<\/p><\/blockquote>\n\n\n\n

The Future is Bright for Influencers<\/h3>\n\n\n\n

The world of B2C influencer marketing is quite mature. Apps\nnow exist to bid for services and recommendations in a highly efficient manner.\nMuch has been learned, and the results have been impressive. For marketing communications\nto be perceived to be authentic, consumers will increasingly steer towards purchasing\nthose products that are actively endorsed or promoted by an influencer. <\/p>\n\n\n\n

Here is an interesting example of when the world of B2B\nmarketing might be ahead of its B2C sibling, at least in some industries. My\nexperience in the enterprise software industry has taught me that it is\ncritical to have great industry analyst relations in order to gain commitments\nto purchase from larger institutional buyers. This is especially true when millions\nof dollars are in consideration to invest in a software company\u2019s solution portfolio.\nWith such a critical purchase, industry analysts such as IDC, Gartner, ARC Advisory\nGroup, and others play an important role as an independent advisor \u2013 as an influencer.<\/p>\n\n\n\n

An interesting opportunity might now exist for influencers\nserving the B2B marketing space. They could fill a need that is less than what\nis required by industry analysts, yet provide influence as part of the B2B\ncustomer journey. <\/p>\n\n\n\n

Given the prediction of where budget funds are expected to shift, this role could be an area of growth over the next five years. These influencers could be part of the new world of PR\/Marketing, which might in the end simply be called \u201cMarketing.\u201d After all, can you really have marketing without telling a great story?<\/p>\n\n\n\n

Gordon Benzie<\/strong> is a marketing and communications professional with 20+ years of experience working for startups, large enterprises, and private clients.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

I just read a Global Communications Report published by the USC Annenberg School for Communications and Journalism. The findings were very interesting. One of the figures that really caught my attention was that 87% of PR professionals believe the term \u201cPublic Relations\u201d will no longer accurately describe the work they will do in 2022 \u2013 … Continue reading The Future of Public Relations<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":910,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[4,57,35,18],"tags":[88,87,49],"class_list":["post-907","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-communications","category-marketing-strategy","category-public-relations","category-social-media","tag-future-of-pr","tag-influencer-marketing","tag-public-relations-strategy"],"yoast_head":"\nThe Future of Public Relations - Making Every Word Count<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gordonbenzie.com\/blog\/the-future-of-public-relations\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Future of Public Relations - Making Every Word Count\" \/>\n<meta property=\"og:description\" content=\"I just read a Global Communications Report published by the USC Annenberg School for Communications and Journalism. The findings were very interesting. 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