Public Relations (PR) have had to undergo a lot of change in the past two decades. The success of this industry is inherent in its willingness to survive and hence adapt. PR firms have embraced the digital age and they should. Only those firms have been able to provide increased reach and sustainable brand image to their clients who have gone the digital way.
A New Era
The need for going digital ushered in with the rise of the internet. This does not simply mean a change of medium of reaching out to the public. It also means a change in the message as well. PR practitioners themselves have had to cope with the rapid changes fuelled by the internet sensation. Content is now generated and consumed online, more than via any other channel and that has affected the kind of content and the way it could be served.
An online epidemic required New York City PR firms to adapt their content according to the latest trends. This means that the messages designed for the audience must consider aspects like attention spans and availability. In order to maintain good public relations, PR firms have to feed the audience with catchy, digestible and easy to understand information served regularly over a period of time.
The ubiquity of blogs and content related websites are seen as a resource to manage and used by the PR executives. The plethora of content allows PR firms to combine digital marketing and provide visibility to their clients. Traditional PR firms haven’t gone through this huge shift since their beginning and it is only the best PR firms that have stood the challenge.
The Social Media Epidemic
Social media has been the turning point for PR and every other industry that channels customer opinions. New York City PR firms that are progressive develop effective social media strategies to help their clients achieve visibility. Especially with the race of a brand going “viral”, PR firms are constantly designing campaigns that could penetrate the dense social network and spread their represented brand as far as possible.
Social media has provided PR firms with multiple channels to experiment with. They can use these options to leverage their content and establish a positive brand image for their clients. Where traditional PR firms had a limited distribution network, for post-modern PR, the sky is the limit. They have options to collaborate with advertisers, content providers and platform owners.
One important aspect is that of consumer interaction. Social media allows audiences to express their opinions and provide feedback to PR campaigns. This helps the best PR firms to quickly incorporate this feedback and reshape their campaigns accordingly. Traditional PR suffers the most in this aspect as the channel of distribution ends with the message reaching the consumer.
In conclusion, New York City PR firms that have adapted to the digital climate and use it in their stride are the ones that are generating leads for their clients. Their performance is quantifiable and easily distinguished from the traditional PR agencies. Embracing the technological advancement gives them access to advanced analytics and helps them to perceive audience choices in a better way.