A Google search for the term “is PR dead?” will present you with so many think pieces declaring the terminal decline of the PR industry that you’ll be left wondering if it’s time to start thinking about alternative careers.
The argument goes that mainstream media relations work is no longer important, because online influencers have replaced journalists and social media has replaced editorial media. None of these points stand up to scrutiny, and there are many very good reasons why the skill set of PR professionals remains an important component of the marketing mix.
If anything, PR skills are more valuable than ever, and at Meltwater we see a need for companies to invest more in PR and restructure the roles of their senior PR executives to take on broader responsibilities.
Check out the new Meltwater PR on the Age of Influence report which describes how some of these skills can be applied across the board.
Influencers have not replaced journalists
It cannot be denied that trust in the media has fallen in recent years. However, according to the majority recent Edelman Trust Barometer, the public trusts traditional media more than social media. In fact, social is losing ground as a source of reliable information.
No matter what line of business you work in, coverage in the BBC, the New York Times or a respected vertical industry trade publication will always make a big impact. The skills required to deliver this type of media interest remain valuable.
Influencers offer a new way to reach audiences that complements rather than replaces traditional media relations.
Social media is not the same as editorial media
Newspapers, broadcasts, trade and niche publications are produced by qualified journalists, providing the public with expert insight and perspective. As much as we’d like our audience to take our word for everything we post on our branded social channels, spreading our messages through mainstream media adds a level of credibility that comes with editorial independence.
While native social media channels are powerful tools for communicating directly with your audience, independent editorial endorsement still holds a lot of power for brands. The media can still give weight to your arguments if you are trying to win over public opinion.
What’s old is new again
The marketing industry can be fickle, always jumping on the next big trend, chasing new tactics and channels, but we shouldn’t be so quick to overrule proven approaches.
Not only is mainstream PR highly relevant, but we believe that the core skills of PR professionals are a perfect fit for many of the new tactics driven by social media and online influencers.
● Management of social network communities – Communicating directly with the public through one’s own social channels is pure PR. Requires strong communication and storytelling skills.
● Influencer marketing – While online influencers often operate differently than journalists, the skills to build relationships and place stories with them transfer well from old-school PR.
● Content marketing – The rise of proprietary social channels has created an insatiable demand for original and quality content within brands. Who better to plan and create it than PR professionals? They are the masters of storytelling.
● Newsjacking/Viral Marketing – a good viral tweet is the holy grail for social media managers. PR people are experts at spotting trends in the news and crafting stories to support them.
● Search Engine Optimization – SEO is about getting high authority websites to write about your business and link to your website. PR executives were doing this before SEO even existed!
We’ve put together an in-depth report on how traditional PR skills are at the heart of modern digital marketing. You can read it here.
Lance Concannon is a member of Meltwater’s corporate marketing team. Before joining the company in 2015, he spent ten years as a consultant at various PR agencies for blue chip clients, and before that worked as a technology journalist.
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