This article explains how PR firms need to adapt to a changing environment.
When someone tells me they want to go into PR I have a lot of questions. Mainly, what kind? PR firms differ substantially in what they offer. Some try to cover all areas while some stick to niche areas. Some different areas include corporate communications, crisis management, event planning or some firms specialize in obtaining media hits which is weighed against advertising.
In 2015, the game has shifted dramatically. Media is changing in so many ways in terms of how people receive the news and disseminate it. There have also been an incredible amount of layoffs in the media as cost crunching occurs. Many big PR firms could place a story in minutes using their connections in the media. This is not so much the case anymore as the turnover is so high in so many outlets it is hard to keep up.
Let’s talk about firms which obtain media hits which is something that most firms offer as a service. Like anything the breadth and depth changes. Specialities are also a big factor.
Nowadays, if you want to obtain a media hit, we measure its value in terms of MRP which measures media impressions. The key to getting a good hit is to watch it jump to multiple outlets. There are so many aggregators nowadays and they all feed off each other. If you have a good story, it can jump very fast. I had one client who called for a safety device in the province. It was such a topical story that we had requests for media interviews within minutes. Suddenly, we had close to 3 million impressions in two days. This is why it is so important to craft your message well. Think quality over quantity here.
PR firms have also started to take on the role of doing a media buy . Media buying is when you plan out a client’s paid spend and manage it. This is a great area for PR firms to get into because with any sort of major media buy, you should also get some sort of PR. For example, if your client is a law firm and spends a lot of money on a radio station, you should reach out and see if they can use him or her as a legal expert. There will be times when they require one and they will want to be in good graces with sponsors.
Many people are scared to make these sorts or requests with media outlets but they will after flex, especially in the face of declining ad revenues.
PR firms are also spending more time investing in influencers who they can use as outlets for their message. It is more of a top down approach. Say for example, you go after three influencers with large fan bases. You tap into those bases and watch messages spread exponentially. It is incredibly fascinating to watch information move among networks.
PR firms will face big changes in the next few years and those who don’t adapt will be left behind.
