Wow! January has been a long year. Lol!
I’m only halfway joking, but we hope you are getting through it. What a fascinating time to be alive. As the days fly by, I am getting more and more curious about what the future holds for public relations and marketing. According to most websites and AI, it’s a growing industry with growing importance. The tricky part is that everything is changing fast. If you are like me and you love change, you are probably just as exhilarated as I am. If you don’t, you might be clutching your pearls. It’s a lot to take in, but it’s okay to loosen your grip.
I started the year off by diving deep into the business of this business and uncovering more questions and a lot of uncertainties. Like with anything – fashion, interior design, marketing – there is a cycle, and sometimes we return to the basics. Remember when flats came back? That was a relief.
I thought it would be fun to share some of the questions I have been exploring and give you my take on what I think is coming this year. Whether you are a business owner or a professional in this field, I’d love to hear your take too.
Here are the questions I’m getting asked the most:
How will AI impact the future of public relations?
A lot! Just like everyone else, we get to use this powerful tool that helps us to transcend barriers and get information and ideas very quickly. There are several ways this tool is already changing our work.
- It is a resource for fine-tuning your writing and organizing your thoughts. Not sure how to write that very respectful yet difficult to write email that draws a strong boundary while keeping things professional? Drop your first draft into an AI tool and see how it helps you make it even sweeter. Similarly, AI can take stream-of-consciousness notes and organize them into clear, actionable meeting minutes and outlines.
- It is a resource for ideation. Wondering what the best way is to reach your target audience? Ask AI. Just remember that it heavily depends on the quality of your questions, so be detailed. I do have to say that sometimes the output is a little drab, so while it’s a good starting point, don’t stop there… get wild with your creativity now that you have extra time and a foundation to start with.
- This one is tricky, so use it with caution, but it is a resource for improving copy. I recommend that you always write the first draft alone, then and ask it for improvements. At Olive, we value originality and have a policy against using AI for a first draft, but it is a great tool for cleaning things up.
- It is a resource for (careful) research. If you are preparing for a meeting and want to learn more, search for the answers in AI. You can learn a lot and it will give you all the sources for an even deeper expansion – but always remember to fact-check.
Here’s the bottom line. Professional connections and the magic of creativity and imagination are irreplaceable, so never fear… it’s just a tool, not a replacement.
Does media relations still work?
Yes, of course, but it depends on who you are trying to reach and what you are trying to promote. If you are trying to reach a 20-something and younger audience, probably not, but everyone older… yes. For the 30-somethings, you are probably going to catch their attention when the news shares the story on social media. For the 40-somethings, you will have the cross-section of both, and on and on.
You can ask yourself a simple question. What do you do when you are looking for timely information? You google it or you search on a trusted a news source. The point is that with search engines set up as they are, you are often finding articles to help you navigate.
What do you do when you want to research things? You google and find links to articles to read.
How do you find out about community events? You look in the event section of the paper.
All of this is still true.
The key is identifying your target audiences. You now have to make sure your message aligns with the target audience you are trying to reach and that the message you are trying to share is discoverable in a format that your target audience wants to receive.
Additionally, the credible third-party endorsement from a qualified news source is still beyond valuable. Like I’ve said for years: what Hoda says goes. If she says you should try a specific product, you don’t go and google search the category, you go straight for the recommendation.
Does PR impact SEO?
A big YES! As I said above, what do you do when you are looking for information? You google it or the younger population will search in TikTok. As you can imagine, if you are writing pitches to the media or proposing podcast topics, or trying to secure TV interviews, you should consider the most powerful search terms that help your prospects to find you. When you create your marketing and public relations strategy, you want to use your key words to ensure strong links that drive the value of your SEO up. Powerful media links that connect to your website are beyond critical to improving your SEO placement and ability to be found.
Is PR a dying industry?
According to AI and Google, it is a growing industry and in fact, it has become even more critical. You might be saying to yourself: really? This woman is drinking her own Kool Aid. To that, I say… maybe, but I believe it. Here’s why… Public Relations is not only media relations. It’s about relationships. In fact, public relations is all about establishing mutually beneficial relationships with the audiences for which your success or failure depends.
For decades, media relations has been a powerful tool and when done correctly, it still is, but Public Relations is also social media, influencer relations, corporate social responsibility, internal communications, community relations, partnerships, creative activations, promotional partnerships, content creation, and more.
I cringe almost every time I see someone refer to a public relations professional as a publicist because that is such a narrow view that completely ignores the critical strategic side. In fact, if you ask me, the key to maintaining relevancy in the business world is to try to understand business. As young professionals navigate the future, being able to discuss the overall business strategy is going to be key to a successful career.
Does PR still work?
Yes, strategic PR works powerfully. Think of it as the matchmaker between your organization and the audience you wish to reach. At Olive, we consider ourselves a relationship agency because that’s what we are. Our job is to find connections and bring people together. We are looking to align our clients with the audiences that share their values to help drive attendance, revenue, and positive relationships. We see the power of it every day. If it’s not working for you, you are not asking the right questions.
If you need some support getting your strategic plan on track, we would love to hear from you!
Happy New Year!
Jenn