As we approach the end of the 2010s, I’ve been speaking with several clients about building out campaigns that center around the end of the decade. This includes reflecting on the last 10 years for their respective industries as well as organizations and developing predictions for the next 10 years.
With this idea top of mind, it led me to reflect on the last decade for the communications and media industries. There are some obvious changes that are frequently discussed, such as the proliferation of social media, the shrinking sizes of newsrooms, and the importance of digital media. However, in addition to this, I conducted research on other big changes and came across this infographic, developed and published by MSR Communications and shared on PR Daily.
The infographic, “PR in 1999 and 2019: A 20 Year Retrospective,” looks at headlines from 1999 and 2019, the shift in the media landscape, PR metrics and more. After reviewing this graphic, a couple of topics stood out.
Metrics and Reporting
Metrics continue to be a moving target and I’m not sure if there will ever be one clear way to define success. In nearly every meeting with a potential client and/or new contact, we are asked about how we measure success or define value. It’s an excellent question and the answer is: It depends on the client’s business objectives. Our activity is driven by those objectives and from there we work with the client to define what would be most impactful for their organization. This can include tracking the quantity of articles, the quality of articles, share of voice, SEO, etc. You can find more ideas about defining success here.
New Roles for PR Pros
The infographic lists several of the roles of PR professionals in 2019 including, content creator, social media expert, blogger, graphic designer, podcaster, etc. With digital media, social media and the growth of podcasts, PR professionals’ responsibilities go far beyond traditional media relations. While this is still a large portion of the work executed, it is critical we think creatively about how to maximize material and how to leverage it across multiple platforms. For instance, a byline drafted for publication should also be shared across all social media platforms. To help it stand out, it should have engaging images or unique data. Then, to maximize its value, it is important to find other opportunities to leverage the content, such as a speaking submission.
The last 10-20 years led to significant changes for PR professionals and how we conduct work. Currently, there are several trends influencing the industry that weren’t mentioned in this particular infographic, including the distrust of the media or the need for contributed content, that may have lasting impacts on the role of PR professionals. There’s no doubt the industry will continue to evolve and I’m eager and curious to see how it will change over the next ten years.
