Country Communication Manager, IKEA India
The Future of Public Relations
Public Relations (PR) as a communication function has transformed to a more strategic role over the years to meet the demands of ever-changing business needs in a rapidly changing world. PR is today an active driver of brand positioning and trust in many organizations, having evolved from its early days of being perceived as publicity agents. This has largely been driven by digital advancements, changing consumer and societal behaviors.
PR was primarily focused on securing media coverage and crafting press releases to reach target audiences. Today the scope has widened to create immersive and meaningful content in new age formats such as social channels, podcasts, videos etc. to attract audiences and build brands. It’s not only about sharing news but also to create meaningful interventions in societies, amongst communities to lead as purpose driven brands, thereby growing long term trust and credibility. It is proven that an increase in trust can lead to consistent growth in business. People tend to stay with trusted brands during tough times and crises.
Leveraging influencer partnerships is also a big part of the PR scope to attract eyeballs and increase brand interest, awareness and reputation. The rise of social media has played a significant part in enhancing the scope of PR, leaving behind traditional ways of sending information through traditional media. This has led to an incredible pace in the way we share information, respond and adapt. We cannot wait for the traditional regular news cycles anymore. It also gives tremendous opportunities to create bigger impact by targeting our communication in more focused and sharper ways.
Another important aspect is the growing importance of measurement and evaluation in PR to be able to demonstrate the value and impact of their work using data-driven metrics and KPIs. There are many tools and technologies that enable PR professionals to track engagement, sentiment, and other key performance indicators. Many companies are for eg. deploying tools like econometrics to be able to integrate the contribution of PR in overall planning of marketing and media activities and to also show impact of PR work in growing business.
The future of PR is exciting and full of possibilities. The importance of PR will only grow for brands and organisations. It will continue to play a critical role in helping organizations build and maintain their reputation. Leveraging AI, virtual reality and other modern technologies, adopting new channels and formats, upskilling ourselves, staying adaptable and innovative will be key in staying ahead of the game. Understanding the creator economy and how to integrate PR work with the influencers will remain quite significant in shaping opinions in a complex and multifaceted world.