How PR Professionals Should Approach the Age of New Media

By Naomi Lee

Navigating the rapid changes of an increasingly technology-driven society can be challenging, and understandably so. There’s always going to be a learning curve as we face any type of progression and advancement. However, it’s how we, as PR practitioners, adapt to those changes that will speak volumes to the effectiveness of our practices.

For decades, PR applications have remained relatively consistent; they have all encompassed the concept of maintaining a balance between interpersonal abilities and strategic implementations. PR practitioners had to maintain relationships with stakeholders while promoting campaign agendas and logistics. All was done on a fairly two-dimensional field, with traditional mediums being the only channel to promote paid, earned, shared, or owned communications.

However, a new dimension has been added– digital media. Traditional news outlets are converging to online platforms and social media is reaching new heights. It’s a revolution that’s calling for all PR professionals to adapt. With these three considerations, we can stay true to the aforementioned fundamentals and core concepts, while capitalizing on the opportunities of the new digital space.

1. Familiarize yourself with a multichannel approach.

Multichannel communications are essential to getting your foot in the door during this age of new media. Integrate digital and traditional avenues, while promoting a consistent message. This form of media convergence can allow maximum audience reach in the most effective manner. When dealing with multiple channels, it’s just as important to remember that not every platform will have the same or necessary impact. It’s critical to look at the channels separately, assess their individual benefits, and use them accordingly. Consider the audience associated with each channel, and tailor the nuances of the campaign to best fit your overall plan.

2. Brand engagement will elevate your campaign.

Brand awareness is out the window; it’s all about brand engagement. In the extensive network of digital platforms, information is susceptible to getting lost amongst the plethora of posts, tweets, and articles. To truly catch the attention of the consumer and build a community, promote interactivity. Brand loyalty and the modern consumer are no longer concurrent. To retain a following and build up brand longevity, it’s important to generate content that gives the consumer a reason to invest. Brand engagement is easier than ever with just a simple click, tap, or swipe. Maximizing this opportunity will improve content performance and strengthen the campaign strategy.

3. Use tools and metrics to measure your success.

 Frequently evaluating the effectiveness of your campaigns can provide insight to what is working, and what could possibly use adjustments. Digital advancements supply these readily available analytics. Tools such as Google Analytics, Meltwater, and Brandwater, to name a few, yield accessible and helpful determinants to a campaign’s success. Make the most out of these instruments to analyze presence amongst competitors, consumer engagement, and more.

Keeping these tips in mind will help any PR practitioner transition to the space of new media. They’ll help bridge the gap between traditional and digital platforms, optimizing opportunities that will advance your strategy and tactics.