Returning to the office (well home office at least) after spending the last two days in Brighton at PR Week’s PR 360 Event – I thought I would share some reflections from the event and what the key players in the world of PR were talking about.
As the industry navigates its way through some pretty choppy waters in terms of the economic climate – taking inflation into account the entire industry was flat year on year for the first time in many years – technological advancements (AI) and shifting media landscapes are forcing PR practitioners to re-evalutate PR’s role in the marketing mix.
I think there were four key topics that came up in discussions – time and again –
Changes to traditional mainstream media – fewer journalists with less time on their hands is changing the dynamic between the PR industry and the media.
The changing role of influencers (or “earnfluencers” hat tip to our friends at Porter Novelli for that one) in PR – and their increasing importance in a social first world.
The threats and opportunities of AI – will AI sound the death knell for the PR industry or be a catalyst for a new era of PR?
The importance of creativity – Some fascinating insights from both brands and agencies on how they seek to maximise creativity in PR.
The Changing Media Landscape: Navigating Through the Digital-first Terrain
The significant reduction in journalist numbers in mainstream media, the move to digital first publishing and the continued rise of social media revolutionizes the media landscape, blurring the lines between traditional and new media channels.
Getting through to journalists is now tougher than ever. It’s crucial to have strong relationships with the media and a clear understanding of the current needs of jounalists in this changing environment – traditional approaches are no longer working.
In this new world, the PR industry is having to re-imagine their approach to media, whilst continuing to craft compelling narratives that resonate across diverse media platforms.
The continued democratisation of content creation is empowering individuals and influencers to wield significant influence, challenging traditional gatekeepers and reshaping brand-consumer dynamics.
But there was a sense that PR is re-evaluating the role of influencers and there was a feeling that a more nuanced approach is required – rather than just chasing large but potentially irrelevant influencers with large followings – a more strategic and targeted approach was required.
There was also a sense that the audience for this social content is becoming more aware and averse to being force-fed commercial content.
The Role of AI in PR and Media: Balancing Threats and Opportunities
I don’t think there was one session where Artificial Intelligence (AI) was not discussed – AI emerges as a double-edged sword in the world of PR. On one front, AI-powered tools can help to streamline processes, automate mundane tasks, and augment data analysis, even help with creativity – empowering PRs to delve deeper into audience insights and craft targeted strategies.
However, the spectre of job displacement looms large, as AI threatens to automate routine tasks, compelling professionals to upskill and adapt to remain relevant in an increasingly AI-driven landscape.
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PR Reinvented: Creativity as the Catalyst for Innovation
Amidst this evolving landscape, there were some strong voices calling upon the industry to re-establish itself as a cornerstone of the marketing mix, transcending its traditional role and embracing creativity as the catalyst for innovation. I really enjoyed a fascinating presentation by Caroline Fisher, Communications Director at ASICS on the importance of finding new creative ways to tell the same story – talking about the power of great storytelling, to captivate audiences and forge emotional connections that endure beyond fleeting impressions – and importantly drive sales and affect purchasing decisions.
Embracing the Future: Navigating Uncertainty with Agility and Adaptability
As the UK PR industry traverses uncharted territories, practitioners are confronted by a landscape fraught with uncertainty and disruption. Yet, amidst the challenges lie unprecedented opportunities for innovation, growth, and reinvention. By embracing AI as an enabler of creativity, harnessing the transformative power of influencers, and championing a culture of innovation, the UK PR industry can chart a course toward a future where storytelling reigns supreme, relationships are paramount, and creativity knows no bounds.
It feels like now is the time to re-imagine PR.