Public relations agencies and communication strategists need to reengineer themselves as social businesses to meet client communication needs.
This is a key finding to emerge from a report on the evolution of the public relations industry by trendwatching site, TREND. at www.TRENDlives.info, called ‘Social Communications’. The report was made possible through a sponsorship by FleishmanHillard and Lion’s Wing Brand Communications.
The public relations industry has reengineered itself in recent years to focus on acquiring digital skills to compete with digital agencies in the social media realm, as well as repositioned as reputation management specialists – a core skill needed by communication firms today.
In South Africa, steps to “professionalise” the industry are seen as hugely positive in setting professional standards for PR in the country. A green paper is ready to go before parliament.
“This is the most significant time to be a communication practitioner in South Africa,” says Louise Marsland, Publishing Editor of TREND. and the author of the PR report.
“The step to professionalise the industry is hugely positive and should be applauded and supported. It can only help the industry grow further and evolve into being regarded as a more important stakeholder in the marketing communication sector.”
Current key PR trends identified, include:
- Professionalising the industry: The green paper lays out the education minimum to be called a public relations practitioner and requires registration with a legislative body that will replace PRISA eventually with a ‘society of public relations practitioners’.
- Reputation management: Reputation, positive reviews and strong search and social visibility is key for business today.
- Expanded measurement: Understanding and using the data being generated by all these new technologies that consumers are now interacting with, is essential.
- Lead generation & conversion: PR needs to deliver measurable business results, not just column centimetres.
- Content PR: Content marketing, once the preserve of the PR industry, now forms part of all integrated marketing strategies and the lines of communication are blurring. PR practitioners need to be on top of their game to remain in control of earned media.
- Micro stories: Stories don’t have to be epic, but can be about one element seeded to influencers that impacts on specific target audiences.
- Multimedia content: Video is the future of the web.
- Seek out engagement opportunities: Generating buzz beyond the hard news is key – it is all about the brand experience now for consumers.
- Skills development: there is an emerging technologies skills gap at the top of organisations and an experience gap at the entry to an organisation.
- Authentic communication, not spin: brands have to demonstrate honesty and transparency, not just talk about it. This goes for all business processes and communication – from ethically sourced raw materials, to the factories you produce your goods in, to your social media conversations.
Read the first part of the Social Communications TREND report here.