This informal CPD article on The Shifting Landscape of Public Relations was provided by the London School of Public Relations (LSPR) a training and business development organisation located in Notting Hill Gate, London.
2020 shifted the public relations landscape in ways that were impossible to predict. To reach your best performance in the industry you need to be up to date with the changes that have occurred, you also need to keep an eye on the constant evolution of the PR sphere. This article aims to provide you with the knowledge needed to adapt to the ever changing times.
So, here are some of the biggest market trends happening in 2021 and onwards:
The pandemic forced in-person events online, and as we return to normal a new hybrid model will become the norm. Online and hybrid events can attract audiences that were previously out of reach and PR pros will, therefore, need to adapt their strategies to consider these new opportunities. This means embracing new technologies that overcome the limitations of virtual event management. You will also need to place more emphasis on crisis and issue management because if things go wrong online, the news will spread faster and response times will consequently be shorter. Online and hybrid events thus bring bigger potential rewards but also bigger potential fallout, so it is vital that you conduct thorough event crisis planning, as well as tying in events into your overarching PR strategy.
Authenticity and Brand Building
Authenticity is becoming increasingly important to consumers and, therefore, companies should be factoring this change into all of their communication decisions. PR pros should also update their planned crisis responses with an emphasis on showcasing a genuine commitment to resolving negative situations.
A brand's story is one great way to express authenticity. People care more and more about your company's aims, so you need to deliver your business’ narrative in an impactful and powerful way. By factoring in the importance of authenticity into your communications, consumers will likely be more understandable if and when something goes wrong.
Previously it was preached that quality content creation was all you needed to succeed online. This is no longer the case, as a lot of content is readily available. To succeed online, you need a dual prong approach, by both mastering SEO, as well as creating audience-specific content. A variety of tools and softwares can help you perfect your SEO, saving you valuable time and ensuring that the great content you produce does not go to waste.
Crises today move at a blinding pace, making proactiveness around your reputation management imperative. The speed that information reaches people can put additional stress on ensuring your crisis planning is thorough and time-sensitive. With proper planning and a proactive approach to managing issues, the impact of potential crises can be minimised. Predictive analysis powered by artificial intelligence is one way you can enhance your predictions and thus prepare for crises in the future. If you are not currently adopting a proactive approach to issue management then you could be placing your company’s reputation at great risk.
We hope this article on The Shifting Landscape of Public Relations was helpful. For more information from London School of Public Relations (LSPR), please visit their CPD Member Directory page. Alternatively please visit the CPD Industry Hubs for more CPD articles, courses and events relevant to your Continuing Professional Development requirements.