How has PR evolved over the last five decades?
By Katherine Gallacher, Senior Account Executive
2019 marks the 50th anniversary of the Public Relations and Communications Association (PRCA), so we’ve taken a look at how PR – our favourite topic, matched only by property – has evolved over the last five decades.
In its earliest form, PR was all about the press release. But, with today’s digital transformation, agencies must find new ways to establish communication with organic and direct reach. Gone are the days where newspaper boys yell, “Extra! Extra! Read all about it!” – Now, PR practitioners focus a large majority of their time on content creation.
Having said that, the key components of information, persuasion, and trust-building remain intact, and we believe they will continue to do so.
So, what has had the biggest impact on PR since the launch of PRCA in 1969?
- Going Digital: The rise of social media
Sharing news and fostering engagement has never been easier. The rise of digital platforms has shortened the life span of news stories, pushing journalists to turn around stories more quickly and in turn forcing us PRs to keep up.
- PR measurement tools
Getting mentioned in the national media a decade ago was great (and being honest it’s still pretty fabulous), but there’s not really a way to track what impact it has on consumers. Fast forward 50 years and coverage on online platforms have made tracking engagement a lot more accessible.
Traditional “ad value equivalency” measurements are being replaced by outcome measurements such as website traffic, leads, reputation, search rankings and social engagement. And while measuring traditional press coverage remains an art rather than a science, these digital platforms enable us to see who has been exposed to your content, how they have engaged with that content and the actions taken as a result.
- Complex and changing roles of PR professionals
PR has changed dramatically through the ages and will continue to do so. As the industry continues to evolve, the role of PR professionals will change with it. Those working in PR need to specialise and show expertise in areas that may have previously fallen outside of the traditional remit of PR.
This means that PR is no longer just about working around journalist’s deadlines, but takes into account blogs and influencers’ content that have a huge social reach across various network platforms.
If you’re thinking of revamping your current PR strategy, get in touch with the PHM team on 01483 561119 or email firstname.lastname@example.org