The Future of PR Is Now

Public relations is an ever-changing field, requiring constant revision of commonly used tactics to keep up with a transforming world. Textbooks must be constantly updated, as well as methods of training. Even public relations veterans struggle to keep pace with how audiences are reached.

Perhaps the newest and most exciting development in public relations tactics is the use of AI (artificial intelligence). Although AI is largely incapable of evoking human emotion in the way public relations professionals are, the tool is more available than ever. Skilled PR professionals who are willing to learn to utilize AI are, in my opinion, positioned to become the most successful individuals in the field. Algorithms used by AI and PR professionals can sift through vast amounts of data with ease, ensuring efficiency in targeting audiences and what those audiences are looking for. Reluctancy to adapt is synonymous with irrelevancy.

Another PR tactic that I expect to see continued growth and success is the use of specialized public relations firms. Outsourcing to specialized firms, especially those that are considered “midsize” has become increasingly popular, as well as successful (Sudhaman 2018). According to Sudhaman, technology and globalization has lessened the need for public relations firms to maintain a physical presence around the world instead utilizing the social media and the internet. These factors have thereby lessened the need for outsourcing to massive public relations firms, or even having a PR department within one’s company. https://www.holmesreport.com/latest/article/all-hail-the-rise-of-the-midsize

In another ten years, public relations will likely look vastly different than it does today, just as it looks much different now than ten years ago. Technology is now the driving force behind almost all areas of professional evolution, from doctors to lawyers to marketing professionals, and public relations is certainly not immune.

Sources:

Sudhaman, A. (2018, April 27). All Hail The Rise Of The Midsize. Retrieved October 17, 2018, from https://www.holmesreport.com/latest/article/all-hail-the-rise-of-the-midsize