There are many words that I would use to describe the PR and communications space. It's fast-paced, strategic, challenging, and driven by relationships. More than anything, though, I would call this space dynamic. With the continuous transformation of the tools we use and the public mindset, the concept of PR and communications has evolved faster than we could have imagined.
In fact, if I look back at my two-decade journey, I can clearly recall significant changes that occurred every five years and pushed us to change our approach. This article is a trip down the last 20 years, mapping the remarkable evolution of the communications space.
2003 – 2007: When media was king
During these five years, content was, in its entirety, controlled by the media. The PR industry majorly focused on building and creating conversations for the brand through the voices of media professionals. Granted, we surrounded media stories with discussions carried out through conclaves and forums, but the key messaging was in the hands of the media. It was an interesting time when media professionals controlled the narrative and formed the public opinion. Then, we saw the integration of the internet and a shift like never before.
2008 – 2012: The rise of social media
The launch of Facebook was a turning point for the media and communications industry. In these five years, social media emerged as a viable medium that gave consumers a voice. PR professionals started taking tiny steps towards making it a staple in the industry. At the same time, social media played a critical role in global political events like Barrack Obama and Narendra Modi's campaigns, further cementing its competence as the public's voice.
With time, Facebook, Twitter, LinkedIn, and Instagram became platforms allowing consumers to talk about the brands they used and loved. From an environment controlled by the media, the flow of information now took on a peer-to-peer form. From a monologue, brand communications became a dialogue. This pushed the PR industry to reorient itself and create multi-pronged strategies that were a conducive combination of traditional and new media.
2013 – 2017: Embracing the power of data
Back then, several brands conducted consumer surveys to devise impactful campaign strategies, but the sample size was limited and the insights, therefore, inconclusive. Technological progress gave the industry access to a digital-led data trail where the sample size comprised millions. We could now identify consumer patterns, gauge their response to campaigns, understand the public sentiment and tweak the conversation accordingly. Data has emerged as a medium through which we can clearly identify the right approach to use with the target group, with data-backed insights forming the basis of every strategy or campaign.
2018 – 2022: Tech leads the way
The internet was now the key medium to create conversations around brands. It led to new channels of communication like webinars and podcasts that brought brands and consumers onto one platform.
PR has now grown into a spider web that allows us to create multiple layers of communication. Traditional PR can be layered with owned platforms on social media and accessorized with content creators who take the conversation forward through authentic branded content. This can be further amplified with live content like webinars to solidify the brand message.
Technology is changing at a rapid pace, further transforming the PR industry, even as I write this. Metaverse, which is still at a nascent stage, will unlock several new possibilities for brands and PR. We'll be able to deliver the entire product experience through a digital medium.
The next five years will also require us to adapt and evolve as per the tech developments. Needless to say, it is exciting to anticipate what comes next and how PR will pan out in the decades to come.
(The author is founder, director Value360 Communications.)
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