5 Powerful Trends That Will Shape Your PR Tactics
By Wendy Marx
Public relations has not been immune to the news media changes that have taken place over the last year. PR tactics continue to be molded by these changes, and we as PR professionals must adapt our methods and approach.
As you can imagine, the 2016 presidential election cast a large shadow of doubt on the authenticity and reliability of news media. In fact, journalists are still learning how to compensate and win back the trust of the public. This has implications for public relations professionals.
A new report from Cision sheds light on the important issues and changes of the PR profession in 2017.
Let’s look at the 5 biggest trends that affect the PR industry as a whole, and how you can adapt your PR campaign to the new rules that emerge.
5 Trends That Will Affect Your PR Tactics, and How You Can Adapt
1. Journalists Are Feeling the Pressure
The media industry is currently in a state of flux, and many long-time journalists are feeling the pressure. As the pace of the industry increases, resources continue to diminish. The journalists who are left are expected to do more in less time and with fewer resources. Sound stressful? It is.
How Does This Affect Your Role?
It is important for PR professionals to understand the pressures that journalists are under. When you make your pitch, get right to the point with well-researched facts, and provide real value to the journalist.
Because of the added pressure, many journalists now turn to online services like Help a Reporter Out (HARO), PR Newswire for Journalists (PRNJ), and ProfNet to gather story ideas. Register for these services to position yourself as a ready resource.
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2. Journalists Face a New Emphasis on Accuracy
The journalism industry is under a microscope when it comes to accuracy — and reporters feel the extra scrutiny acutely. 60% of journalists believe that the public is interested in facts more than feelings or opinions.
Therefore, it comes as no surprise that 92% of journalists polled remarked that being right is more important to them than being the first with an exciting story.
How does this affect your role?
This requires you to do your research thoroughly before you make a pitch. Give journalists useful, reliable facts that they can work with and trust.
3. The Relationship Between PR Professionals and Influencers Evolves
Influencer marketing is an increasingly valuable resource in public relations strategy. Influencers are those with large social media followings and/or high industry name recognition that are used by brands to amplify their message, and advocate on their behalf.
In the study, 18% of these influencers polled noted that they rely more on PR professionals than in the past. What accounts for this change?
For one thing, influencers, whose field is still new and experiencing rapid changes, seek guidance as they navigate this new territory. As their industry matures, new rules and regulations surface and impact the way they work.
For instance, the FTC (Federal Trade Commission) has Go to the full article.