Survival instinct

In a world of uncertainty and continually shifting goal posts within PR, we decided to look to the future and explore the changes occurring within the PR industry, and ask ourselves, how can we use this change to generate success for our brands?

 

The influencer shift

Trust in influencers is wavering, and the public are questioning what they see on instagram more than ever. So, how do we bear this in mind when selecting influencers for future campaigns? The key is to seek out influencers who are authentic and truly relevant to the brand. Through doing so brands can tap into immensely loyal audiences, who trust the influencer to only promote brands and products that they actually LOVE (without the incentive of an invoice at the end of it).

 

The changing media landscape

The way in which PRs connect with consumers in the modern day is worlds away from the methods used 10 years ago – there are not necessarily less opportunities, but these opportunities are elsewhere. With the current pace of news, stories no longer stay relevant for long, lending itself much better to the immediacy of the online world. With this change comes an increasing pressure on the press to churn out consistent and clickable content – what does this mean for PRs? We must be an ally to the digital and social teams out there, supplying them with stories that will engage their readers, before it’s on to the next thing…

 

Let’s get ethical

As consumers’ expectation of brands to behave ethically increases, PRs have a responsibility to come up with conscious and well-thought out campaigns that will positively enhance a brand’s reputation. The future generations are arguably the most conscious yet, and will only respond to campaigns that are not only backed up by logic and fact, but have also considered corporate social responsibility and a wider purpose. If brands and PR agencies want to survive and relate to these generations, a shift in their strategy is vital.

 

Technological advancements

With new technology being developed faster than ever before, brands must keep on top of emerging tech to hold the attention of consumers – especially to the all-important younger demographic, to whom tech is a way of life. To appeal to these audiences, the PR industry needs to keep its finger on the pulse and be on the look-out for new trends and technologies that can be utilised to elevate a brand – a recent one being augmented reality, which has so far been utilised on apps, social media and within physical spaces and experiences. A recent example being Spotify’s collaboration with rapper Headie One to promote his new album, in which they created an Instagram feature which used augmented reality to place a mask on the users’ face similar to that of the mask Headie One wears on his album cover. This filter gripped rap fans and Instagram users alike and was widely discussed among these consumer groups and even infiltrated other social media platforms.