The following is a guest post.
Digital technologies caused significant changes in media landscape, delivery of public relations, marketing and business that depend on traditional media, leading to major shifts in the role of the PR professionals. Think about the old days where black ink smeared on our finger tips while reading the newspaper, those days have gone and now we have turned into digital tools to get news. The new trend affect public relation professionals who have build their success through traditional media strategies, giving them a feeling to shift from this conventional media accessories to build new muscles in digital media and PR.
From a recent report from the Pew Research Center, “In Changing News Landscape, Even Television is Vulnerable,” proposed that television is the second traditional medium victim soon after the fall of newspapers, during the transition phase. This transformation of classic news landscape has given a loss on print news sources, mainly print newspapers, also shows problem with television news that are now delivered to the audience through Internet. Finally it may lose its hold in the next generation of news consumers.
This leads to a drop in the influence and credibility of daily newspapers, causing a bad time in their business. All works with digital media are done faster and quicker and so these new trends are important to follow. The television users are challenged with multi-screen users who think nothing of using their laptops, desktops, smartphone or tablet while watching television.
Some Media Trends:
Digital media stays far ahead of newspaper and radio: There was a time when people depended only on newspapers and now the digital media which is faster is playing a significant role in place of newspapers and radio. Percentage of Americans who saw news or news headlines on a social networking site doubled from 9 percent to 19 percent since 2010.
Newspapers lack relevance, as social networking sites provide news ‘real’ time, and are same with television, where it is perfect for older ones and not for this generation. Online news is more social and is easily available.
Trends In Public Relation:
1. The Power Of Internet:
Now, any person with an Internet connection can share his experience with the world within no time, where a trusted expert is becoming difficult to find. Consumers understood that anyone can declare himself as an expert, thus making it harder to express one’s credibility.
2. Freelancers Shifted To Traditional Media:
Now the traditional media face an economic collapse due to the launch of Internet. The number of freelance writers has increased to more than three hundred percent in the first six years of the millennium, according to US Bureau of Labor and now they generate above 70 percent of magazine content. PR professionals are now challenged to find out relationships with freelancers.
3. A Plethora Of Branded Statistics:
Visual social media marketing is a powerful way to drive customers to action, which gave an inspiration to brands in finding new ways in their marketing strategy, leading to a plethora of branded statistics. Customers pay more attention to quality statistics which are impactful.
4. A Good Content For Brand’s Success:
Consumers are becoming good influencers through the growth of social media and best contents. Companies must clearly understand the motive force behind the customers to share the content; also they should have idea to generate content that consumers will urge to share.
PR And New Trends:
Traditional media now faces many challenges due to the domination of digital social media. Journalism in the digital era opt for descriptive business models, using satellite transmission and WI-fi facilities, also needs quality content to satisfy digital news consumers. Digital media created a better way to interact with the public. All PR professionals are trained in social media. Optimizing your content for social media channels and mobile are critical and contents with more video and visual clips are important. PR firms are adapting fast enough to merge with the digital world for their better future.
If you have not made any serious steps to adapt, do so right now through courses and workshops to connect with colleagues who have tackled the benefits of social media tools. Adapt and merge with the changing world, keeping in mind that these shorter, faster and more targeted digital communications are the future emperors.
This article was written by Katie Lewis from Propeller Group, one of the top pr companies in London. At Propeller PR, we are specialists at building the profile and profit of clients in the media, advertising, ad tech pr and digital sectors. Propeller has a clear vision for how PR will be done in a multi-channel, socially-networked world.