Changing Trends Giving Shape To An Enhanced PR

With the ever-changing industry, the technological penetration, and increased awareness, the public relations sector is set to enter new horizons of prominence.

mediaimage
With the ever-changing industry,Changing Trends Giving Shape To An Enhanced PR Articles the technological penetration, and increased awareness, the public relations sector is set to enter new horizons of prominence.

In the past decade, PR has undergone a tremendous change. And with 2020 marking the end of the decade, the world of Public Relations brims with immense potential and has proven itself to be a quintessential part of the organizational structure.

Looking back at the evolution of the industry, PR has come a long way ahead. From being a tool for just integrated communications, PR is now perceived as a service covering all facets of communications, be it marketing, advertisements, event management, or corporate communications.

As per a PRCAI report, in 2019 Indian PR business reached Rs 1600 crore and it predicts that in 2020 the industry will grow by 12.5 percent, making it a market of Rs 1800 crore.

This growth can be attributed to the bloom in the digital media with the help of which PR is able to access owned, earned, and paid media.

As the sector enters a new age of communication, it will be led by disruption and innovations. Below is a list of trends that marked their presence in 2109 which will be present in the years to come, strengthening the industry further.

The Blurring Lines Of Advertisement And Marketing
With the coming in of PR as integrated agencies, the clients have been demanding a 360-degree holistic experience. Delivering services beyond media relations are hugely appreciated by clients. Incorporating digital PR, alliances, owned media platforms, research, online reputation management, and PR driven data and insights, all are the need of the hour to establish their competencies in the market.

Championing Purpose-driven Communication
The media today being a hyper-connected digital world, the public relations have undergone phenomenal change where they no more limit themselves to traditional press. It has shifted from mere press release executors to championing thinkers enabling community building and strategic advisory. PR is making its presence felt in every possible sector like hosting end to end events, content collaborations with complementary brands, working with key opinion leaders, etc.

Reputation Management – A New Dimension Ruling PR
Where the media has become very quick, making content viral within light flashing speed, agencies are fostered to handle the client’s or brand’s reputation.

Though reputation management inclines more towards the management sector, in the future PR will have to designate a professional team that will understand the media and seamlessly manages the dynamic reputation management.

Artificial Intelligence (AI), Big Data, Internet of Things (IoT) Revolutionizing The Technological Advancements
Those who do not evolve with time are generally left behind in the league of the competitive world. The world succumbing to the idea of survival of the fittest necessitates the need of coping up with the latest trend and technology. Likewise, where artificial intelligence, big data, the internet of things, and other technological advancements have taken over other industries, PR is no exception. These technologies will pacify the work while increasing the efficiency in reduced time.

Rise Of Video And Digital Content
The power of a strong narrative accompanied by instant touch embodied by video and digital content has enhanced the scope of reach in a cost-effective way. The reduction in the attention span of the audience has given rise to the exponential growth of these content. With the help of the owned, earned, and paid media, the agencies strive to convey the brand’s narrative through the video and digital content.

Micro-Influencer Enhancing The PR Reach To The Audience
The PR has witnessed a paradigm shift from being agents to organic micro-influencers. Delving on the importance of a vast audience, micro-influencers pondering on their greater and complex role act as the bridge of communication connecting the brand and the audience, efficiently conveying the brand’s message to the audience.

Thus it is evident that in the coming years the quality and functioning of PR though under the radar of morphosis will emerge to be more accurate, transparent, and authentic.

Boost Your Public Relations with Radio Interviews

Executives who want exposure on television — but who have not had much experience in front of the camera — should first consider landing a radio interview or two as a way to hone their voices and practice answering questions effectively live on the air. Radio should be part of your public relations activities.

mediaimage
One of the funniest routines by comedian Bob Newhart was his schtick about a guy being interviewed for the first time on TV.

Before the interview,Boost Your Public Relations with Radio Interviews Articles the female host assures him that he’ll get softball questions about how he helps people as a psychiatrist. They joke around and make small talk before the show. But once the cameras are on, the interviewer fires off one blistering question after another, leaving Newhart confused, defensive, blushing and, finally, speechless.

It’s hilarious when Newhart does it. Not so funny if it happens to you. Executives who want exposure on television — but who have not had much experience in front of the camera — should first consider landing a radio interview or two as a way to hone their voices and practice answering questions effectively live on the air. Radio should be part of your public relations activities.

There are two reasons. First, of course, radio is great exposure. Nothing has diminished the impact of radio as a means of delivering message. Particularly in drive time (radiospeak for “traffic jams), you have a captive audience.

Give them a reason to listen and they’ll stick with you. Also, radio is an intimate medium that allows you to speak directly to the listener — and paint a picture in their imagination about your issue, product or service — with little distraction from visual images.

Second, it is a great way to build your media chops doing live, on-air interviews without the distractions of the television studio. They include lights, makeup, the stare of the camera, your posture and clothing, floor-manager signals and the need to appear rested and physically engaged — even if it is 8 p.m. after a 12-hour workday.

Appearance counts for a lot on television. The way your clothing “reads” on camera, the size of the bags under your eyes, razor stubble, body language and the distractions of jewelry are a few pitfalls. And if you’re like me, with a great face for radio, you’ll especially welcome the opportunity to do an interview in shirtsleeves, late in the afternoon, and not worry that you look like Richard Nixon at the first televised presidential debate.

Remember a few basics before and during the interview:

Listen to the interviewer’s program a few times before it’s your day in the studio. Know the host’s style — and whether it is confrontational or supportive.

Call the interviewer to find out generally what kinds of questions you’ll get.

Nail down your messages. Be prepared with three “must-say” messages, the things you will convey during the interview under any circumstances. “Bridge” over to those messages.

Arrive a few minutes early so you are not running into the studio huffing and puffing. Before you go on, be sure to practice your key messages.

Relax. It will show in your voice at the interview.

Keep these guidelines in mind during the interview:

— Radio provides a number of natural advantages for the interviewee. One of the most important is the freedom to look at detailed notes while on the air, something that would be a no-no on TV. Nothing takes the place of preparation — knowing exactly what you want to say and having your key messages nailed down. But having notes in front of you — as long as you don’t read them verbatim — ensures that you will not forget any of your key points.

— Be interesting. Explain why what you have to say is of consequence to the listener. Use figures sparingly. Save the jargon and the reams of data for your next staff meeting.

— Remember that the silence belongs to the interviewer, who will do whatever it takes to avoid “dead air.” Listen carefully to the question, answer it succinctly and then shut up. Don’t get trapped embellishing your answer unnecessarily — or worse, boring the listeners by being windy — just because the interviewer is silent for a few beats. This is much harder to do on television. When the interviewer is not talking, the camera is on you and, unless you’re good at this stuff, you end up shifting around. Very awkward. Watch what anchors do before they go to commercial — they just look straight into the camera and wait! Do the same.

— If your schedule is tight, suggest a telephone interview. Wherever you are, you can do a phone interview — from home, your hotel or a meeting room. Forget using the cell phone. Most radio programs will not let you use them because of the invariable poor reception.

Good luck!