The PR industry is a dynamic one with the growth being sparked by technology and the fluidity of the customers in the market.
Here are some emerging trends and innovations that will shape the future of PR:
- Use of AI and Machine Learning:
Nowadays, the use of Artificial Intelligence and Machine Learning has become a standard when it comes to developing applications. Technological advancement specifically in the fields of AI and machine learning has impacted PR by improving data mining and sentiment analysis.
These technologies help PR professionals to come up with better and efficient campaigns since they observe the actions of their audiences within the shortest time possible.
Example: With the help of AI, user-generated content can be processed and trends and possible negative issues arising from the social media usage can be prevented and reacted accordingly while it is possible to further segment the audiences and create much more targeted communication strategies.
- Influencer Marketing Evolution:
Thus, although influencer marketing is already considered a subset of PR or a branch within PR, it is still transforming as micro and nano-influencer emerge. While these microcelebrities may not necessarily boast extensive followership they more often than not, their followership is the most dedicated and loyal thus ideal for brands targeting a specific demography.
Example: Unlike working with celebrities who may be quiz in the global popularity, PR campaigns that incorporate local social media influencers with established connections within particular regions can prove advantageous to brands seeking to quickly create a local or regional image.
- Interactive and Immersive Content:
Interactive and immersive content like VR, AR, and even interactive infographics are increasingly more popular. These technologies provide an entertaining and vivid experience that enables brands to cut through the noise of media chaos.
Example: PR campaign with AR based on new product launch can help to attract audiences and get their attention due to interactive experience provided by the technology.
- Data Privacy and Ethical Communication:
Currently, more attention is paid to data protection and the use of information, which is why PR professionals need to adhere to the principles of openness and ethical behavior. Honest and responsible communication will help in amending relationships with the stakeholders therefore regaining their trust.
Example: It is crucial to establish sound data protection policies and, therefore, inform consumers about them as this approach will benefit the brand and the consumer.
- Purpose-Driven PR:
Consumers are willing to buy products from brands that support social and environmental causes. Cause-related PR is concerned with an organisation’s publicised values and the role it plays in society, a concept supported by the current trend in CSR.
Example: Examples include publicizing the company’s environmentally friendly policies or corporate social responsibility activities, which are likely to appeal to the relevant consumers’ self-identity.
Conclusion
Four elements which describe the future of public relations include; the use of innovative technology, ethical actions and messages, and integration within the marketing model. These are the trends that PR should adopt and lean into, with an emphasis on finding deeper, more genuine stories to tell, in an effort to build a more stable and impactful relationship with the audience.
