Mumbai: It is no secret that the public relations (PR) landscape has been steadfastly evolving over the past decade, thanks to the advent of digital media and the boom in the tech space.

However, the conversations surrounding PR and its evolution often tend to be dichotomous in nature, pitting the old guard i.e. traditional PR against digital PR. In reality, both these systems are poised to work in a syncretic manner, with the traditional model supplementing the advances made by digital PR.

How has the PR ecosystem evolved over time?

The internet has created an almost borderless media and this has led to the birth of the concept of integrated communications. In essence, the Integrated model espouses leveraging all platforms, traditional and online, to ensure that a brand’s message is delivered to the intended target audience.

PR agencies have thus had to move away from pure media relations to a more holistic model of communication strategy that is driven by multi-channel quality content. Gone are the days when pulling in a favour with a journalist for a CEO’s profile would suffice. In the wake of the blurring of lines between public relations, advertising, marketing, online and offline media, PR agencies are now being looked at as strategic partners to their clients. PR professionals today are thus tasked with creating meaningful messaging and communication strategies that appeal to clients, analysts, investors and journalists alike.

There are myriad of changes that are being brought about by the advent of digital tech in PR. Some are more prominent than others and thus deserve to be looked at in-depth.

Influencer Outreach: After an initial bout of resistance, when this was touted as a fleeting millennial trend, social media influencers have now become an integral part of PR strategies. This is because most brands and agencies have realised the value that influencers hold and the immense sway they have with their followers. Influencers resonate deeply with a specific sector and this can help brands boost visibility and popularity by being able to reach their target audience. It also helps a brand to garner credibility as influencers are able to build trust among audiences.

Performance and Result Oriented Goals: PR agencies can no longer rely on traditional currencies such as goodwill and trust. Digital media has ushered in the era of real-time trend monitoring and brands can now stay in touch with their consumers through social listening.

This means that it is possible for brands to have accurate performance metrics and develop a keen sense of what works and the changes that need to be made. And most importantly, data gathering and analysis can now lead to valuable insights and more informed decision-making processes. Companies and their brand solution agencies are thus capable of having their ear to the ground and knowing how the market reacts to their product/service and what consumers are thinking.

Deeper Impact: Now more than ever before, PR professionals are expected to take into account a multiplicity of factors. Brands and companies don’t just have to be good for consumers, but they also have to be attuned to cultural sensitivities and be beneficial for the environment. Media messaging thus needs to be able to demonstrate true purpose and reflect good intention on behalf of a brand in order to garner the goodwill and trust of the consumers.

As newer industries and verticals such as healthcare and fintech continue to emerge, PR is set to become an essential arm when it comes to strategic communication. And contrary to popular discourse, traditional PR won’t disappear altogether. In fact, it will just be merged and supplemented with newer digital forward models. The future of PR is thus vibrant but also daunting, and those who are hesitant to pivot to adapt to this new order, risk stagnation or worse.

(Akshaara Lalwani is the founder & CEO of Communicate India. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them.)