Lis Anderson
When I started in public relations, it was all about bylines, deadlines, headlines and a select number of broadcast channels, with events and activations part of the PR mix for good measure.
Fast forward 20-plus years, and the industry has undergone significant changes driven by advancements in tech, shifts in media consumption, and the evolving expectations of audiences that make it easier for brands to communicate with them directly.
But lately, things feel different.
The Currency Of PR Today
We’re seeing drops in circulation figures year- on-year. Old-school patch reporting is getting more difficult, as outlets seemingly have ever-increasing patch areas to cover with dwindling staff numbers.
There’s an increasing erosion of trust in once- fabled news institutions, while publishing companies and titles seek to revive lost revenue in the form of gated news and content.
Then there’s the battle for clicks. So much is driven now by what the search engine shows you in the first few seconds. If you’re not above the fold, do you even exist? The currency of PR has shifted massively.
We’re seeing a huge increase in more digital- first briefs. As businesses are looking to improve their online trust signals, they are approaching agencies to increase their digital footprint, implement SEO strategies and build out backlink presence.
Content is big, and it’s only getting bigger. I would say content has now become the primary vehicle for brands looking to build reputations and engage with audiences.
The Power Of Storytelling In The Digital Age
PR leaders have always been storytellers, and the most successful stories are the ones that tell real, authentic stories. Consider the example of the Lego Foundation donating Lego versions of MRI scanners to hospitals across the world.
Stories like this cut through because they go beyond promoting products or services to engage audiences more and build lasting relationships. There is no silver bullet, but to give your brand the best chance, consider engagement before impressions and reach.
Create purpose-led content that isn’t pushy, and work to develop messaging that puts honesty and purpose at the forefront.
Navigating The Multichannel Maze
One of the challenges— and opportunities—is the multichannel maze. We can no longer rely on one channel or strategy. We must now focus on multiple platforms that each play a part in the overall story.
You wouldn’t put the same content on LinkedIn as you would on TikTok, but there’s value to be found in both. This demands a deeper understanding of audience behavior and content trends, and it requires PR leaders to be more agile and creative in their approach.
Take the time to learn what content works for you.
The Ethics Of Content-Driven PR
PR leaders also need to consider ethics as we become increasingly more content-centric. With the power to reach and influence audiences more directly than ever before, we also have a greater responsibility to be transparent, accurate and authentic in communications.
People become affixed to brands and businesses they care deeply about and that align with their ethos. When those businesses veer off course, the impact isn’t just reputational—it also hits the bottom line.
The future of PR isn’t just about creating and distributing content for the sake of creating content. It’s about creating content that means something, and if that means prioritising long-term goals over short-term wins, so be it.
The Challenges We Face
More content production will inevitably lead to greater content saturation as consumers become increasingly more curatorial in their content, which will only lead to a more competitive landscape.
As leaders, we need to react accordingly to ensure messaging and corporate positioning are in line with these kinds of societal shifts.
Understanding your audience is critical. If you don’t know what makes them tick, you can never truly engage.
Give your teams the time to research and react to trends. Fundamentally, never try to obfuscate, and always align content with purpose.
Lis Anderson is founder and director at PR consultancy AMBITIOUS.
