The Next Gen PR Agency: discover the evolution of communications
The past decade has brought about incredibly rapid change in the world of communications giving cause for more unanswered questions than certainty.
At a superficial level, it’s clear that news consumption has shifted radically from a paper-based model, whose rhythms were already break-neck, to a spasmodic near-real-time pace that leaves little time for verification and fact-checking. Needless to say, when the race to get the news out first is played out in a matter of minutes, rather than hours or days, facts are likely to become the first casualties, more importantly, public trust will be the second.
So, what does this mean for PR?
That getting information to the target audience is more complex than ever before and ensuring that both the channel and the format are appealing, aligned with expectations and trustworthy is no longer a matter of getting coverage in the leading nationals or industry verticals; it’s about combining flexibility and consistency.
Consistency in message, brand, positioning and quality of content is key, now more than ever.
Discover more in our fresh off the press eBook The Changing role of the PR agency, that explores some of the ways that traditional press placement has become an add-on to a much more varied and flexible range of communications skills.