Adapting to the fast-changing digital PR environment can be challenging. Photo credit: Opensource.com
Like everything else, public relations has gone digital.
Experts agree it’s time to dispel myths that digital PR is an “add on” or stands alone in a separate department. Silos of content marketing, social media, and search engine optimization are merging with public relations.
Opportunities have opened for digital PR as traditional newsrooms have slashed resources dedicated to reporting and investigating. PR is best positioned to supplement the remaining journalists as publishers seek new ways to meet the needs of their subscribers.
But how are PR professionals adapting to the fast-changing, constantly evolving new digital environment?
A recent survey of agency and in-house PR professionals by the UK-based Public Relations Consultants Association reveals some interesting insights. Many of the stateside trends and issues are likely similar.
Blogs by experts are the main education source about social media for 69 percent of PR pros at agencies. In addition, 70 percent said that the proportion of digital training they receive is small to moderate.
Education on Digital/Social Falls Short
“At a time when upskilling employees must be at the top of any agency’s priority list, it seems too little is being done to really ensure that digital education is adequate,” frets Danny Whatmough, chairman of PRCA’s digital group and a digital marketer at Weber Shandwick.
Digital is the key growth area for PR agencies: 32 percent of the agencies surveyed said up to 20 per cent of their revenues come digital/social, according to the survey. Plus, 62 per cent of saw digital budgets rise over the past 12 months and expect them to rise again in 2015.
The research also shows more in-house teams are handling community management social media. The report cites a jump in specialist social media teams overseeing Facebook (36 per cent), Twitter (33 per cent), blogs (18 per cent), and content (28 per cent). There was 13 per cent increase in firms not using PR agencies to help with tactical digital/social work.
That raises questions about where agencies can add value, Whatmough says.
The Importance of Learning
Constant learning is paramount for PR pros if they are to succeed in the evolving digital environment.
“Learn, learn, learn. It’s never been more important to ALWAYS continue learning – fresh skills are critical to your success as a marketing or public relations professional,” urges digital PR consultant Carrie Morgan. “Whether you are a seasoned pro or brand new to the industry – challenge yourself to constantly learn and apply new skills/technology to what you are doing, and adapt processes to fit your environment. It is critical to invest in YOU.”
The trend to digital and social certainly benefits PR. Digital PR and social media enable PR practitioners to reach larger, more relevant audiences, and to reach them over longer periods since digital content typically remains online and in search engine results far longer than the typical lifecycle of print publications or broadcast.
Bottom Line: As digital PR and social media grow in reach and importance, lackluster education on digital strategies and tactics may hamper the effectiveness of longtime practitioners of print-based public relations. Established PR professionals must seek out opportunities to learn the new digital and social media techniques. Professional associations must become more aggressive in developing top-tier training programs for members.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
