The public relations industry is transforming faster than ever. As companies move beyond the pandemic into a world of hybrid and remote work, new generations are taking over the market, and consumer media trends are evolving with emerging technology, like the Metaverse and new social media platforms.
I had the opportunity to attend the annual PRSA Colorado Chapter Summit in Denver to discuss these topics with other public relations professionals and hear from industry leaders on lessons learned and best practices for navigating the ever-changing public relations field.
Here are three of my top takeaways:
1. Control what you can. As PR pros, we know there are things we can’t control, like breaking news bumping a client’s broadcast interview or unexpectedly dominating the news cycle at the time of a pivotal announcement. That's why former President of PR for the Denver Broncos, Jim Saccomano argues it is important to focus on the two factors we can control: access and messaging. In terms of access, clients depend on us to determine who should receive what information. That’s where our expertise and due diligence come into play, e.g., deciding if a reporter is the right target to accurately deliver or convey a particular message by researching past coverage of related topics, as well as the tone and nature of that coverage. And when it comes to messaging, consumers gravitate toward brands that promote a consistent identity they can trust. Especially during times of uncertainty, honest, transparent and consistent messaging builds relationships, loyalty and sales. For example, trust between consumers and personal care brands skyrocketed during the pandemic because companies like Lysol, Clorox and Band Aids reassured consumers again and again with messaging about how they keep families healthy and safe.
2. Never underestimate the power of local media. This insight was delivered by our very own account supervisor, Shannon Hughes. Local coverage is frequently a catalyst for national media coverage and often resonates better with and drives more action from hyperlocal, community-based audiences. For example, if you’re looking to encourage visits to your new restaurant in San Diego, San Diego media is an important place for your news to hit. In this scenario, local news coverage can have a greater impact on a company’s bottom line or reputation. Additionally, recent studies have shown people continue to trust local news because the community’s wellbeing and safety is in the best interest of a local newsroom.
3. Remain culturally relevant. Matt Prince, head of marketing communications at Taco Bell, emphasized that a brand’s role in popular culture has changed more in the past three years than in the past 30 combined. Younger generations expect brands to engage across all mediums, promote individual expression and advocate for social and environmental issues. The way we analyze generational habits and trends is also shifting, with psychographics and subcultures becoming more important than demographics due to the declining idea that "one size fits all." Ultimately, companies and brands need to understand three things to keep up with evolving consumer demands and behavior:
- How and where your target audience is getting their news. If your target is in their early 20s, Twitter and TikTok are key channels for you.
- What Gen Z defines as news and from where they get it, like viral videos that share cultural moments and global developments, and online influencers who surface new trends.
- How PR professionals can approach the modern-day newsroom and show up in a relevant way, like Taco Bell’s recent Twitter response to a claim that inflation was making their menu prices soar.
Stay tuned for more industry insights as we head to the 75th Annual PRSA ICON event in Dallas later this month!
