How the Digital Revolution is Reshaping PR: Adapting Strategies for a New Era

by Joyce Wachau Chege

Photo credits: Joyce Wachau Chege and Kennedy Majanga

Is the dynamic nature of public relations (PR) forcing practitioners to rethink their approach to the sector?

Like a phoenix rising from the ashes, the PR sector is witnessing and undergoing a paradigm shift that is bringing the traditional means of communication down like a house of cards and being replaced by digital innovations that are resonating highly with audiences.

“The Internet has revolutionized the practice of public relations. This revolution has not only affected the way PR professionals communicate, but has changed the nature of communication itself,” states David Philips, an online PR Expert.

The digital age is heavily intertwined with PR, woven as one package. Timeliness and consistency are strategic responses that should be heavily embedded into day-to-day communication. Updates as soon as new information and developments come up are crucial, so that audiences are not kept in the dark. In so doing, there’s less room for the spread of misinformation and worsening issues at hand. Proactiveness during a crisis allows ongoing engagement.

“A journalist recently reported negatively on our client due to an impending layoff of factory workers amid union dissent. This scenario necessitated a strategic response to manage the fallout effectively. We immediately issued a press release in acknowledgement and emphasized the economic challenges being faced by the organization,” says Kennedy Majanga, an Account Executive at a PR organization.

Joint efforts

Great things are achieved once people from different sectors are able to come together and collaborate. PR practitioners should be able to rally skills across experts whose credibility is not to be questioned, so that they can share ideas that will be able to mirror those of the stakeholders. For instance, the rise of influencers to promote products and services is a concept that most companies are leaning towards.

“Having a good relationship with the media helped to come up with balanced coverage. Media outreach ensured that accurate information was being reported, as it happened, while on the other hand, keeping abreast on monitoring tools that gauged the public sentiments,” commented Kennedy.

Tailored messages make audiences feel like they are being heard. Communication experts can take up the initiative of inclusivity, by making sure they understand the needs of their audience. The authenticity incorporated into this eliminates any doubts about the brand. A case in point is Purpink Gifts Ltd. With every purchase, customers are given discounts on the prices of similar products. This action makes customers feel treasured and looked after. Adaptation of SMS, give aways and colorful emails help PR practitioners to remain adept in their marketing skills.

Utilizing social media platforms is another way PR professionals can engage widely, across a wide spectrum. The best thing about this is that social media allows instantaneous communication. Current trends make it easier for organizations to disseminate updates as they happen. For example, platforms like Instagram, Twitter, Facebook and YouTube allow the option of going live. These days, most people do not have to avail themselves to attend the court. Through streaming websites adopted by the institutions, one can attend a hearing from the comfort of their own home.

Continuous Learning and training are resources practitioners can utilize to keep up with current issues. As a strategy, this intentionally catapults them into the upward trajectory of being skilled. Workshops, as well as both external and internal training programmes build resilience and help them to continually improve and to methodically be tenacious enough to weather changes that the digital era is perpetually bringing their way.

Social constructs dictate that accountability by organizations is of paramount importance. With technology, specialists have their work cut out for them, especially since they can access tools to help track what customers are saying about their brand. They can create polls, Q&A sessions, analytics to monitor growth, engagements, criticism and recommendations. All these help a business maintain accountability and build loyalty and trust when they are seen to be acting on what their customers suggest.

I highly believe that digital exposure is an opportunity that organizations need to seize. It is a Schrodinger’s Box, whose content can only be known, once PR practitioners explore it in entirety, hence bridging the communication gap. Innovations are cutting through the PR industry swiftly and transformative frameworks need to be embraced, so as to ensure sustainable progress that will hold this formidable industry, as it rides out the storm.

Joyce Wachau Chege is a journalist from Kenya who enjoys reading books and writing stories. She enjoys travelling and one of her biggest ambitions is to be able to cover stories beyond her country and share them with the world.