Volkswagen SA donates containers, equipment from decommissioned Covid-19 hospital
The market size of the global public relations agencies industry has grown 1.6% per year on average between 2016 and 2021 but much like every other industry, public relations has had to change. It is a change that has been building up long before Covid – but accelerated more recently as the notions of investment and value have changed considerably.
Claudia Smith, Business Director at Orange Ink
Over the years, PR has moved from a traditional one-way approach to brand amplification and communication and finally to encompass a multifaceted brand engagement strategy, but the pandemic has not only forced a further re-evaluation for brands – especially those who have not moved with the times – but has demanded a more considered and human approach to marketing and engagement overall.
While the very nature of impactful PR is one aligned to business strategy and core brand values, in all honestly, unfortunately, it is often not the norm we see when it comes to PR. And I am not just talking small local businesses, I’m talking big global companies with big marketing teams and budgets.
The reality we face is that many brands today still just use PR to fulfil a gap in the marketing mix or as a ‘band aid’ for when issues and crises arise. A way to ‘save face’ or shamelessly punt their products and services. However, if the pandemic has taught us anything over the last two years – it is that the market will not tolerate those businesses that have cruised along with the old view of PR and marketing anymore. The market is looking for value and it is only through strategic PR, done right, that real impact and real value can be demonstrated.
Of course, PR and communication specialists have always known this and have championed this in many a boardroom, but it’s taken real changes and months of upheaval for some brands to realise this. Some have embraced this change while others continue to fight the tide. But the tide is not done yet.
The world is changing, businesses and people are changing and there are inevitably more changes coming in the PR and marketing industry. If your agency isn’t thinking about them, prepping you and consulting correctly on how the marketing channel is shifting, perhaps you should be reconsidering your partners as it’s going to be a bumpy ride and having someone who will be able to guide you through will be invaluable.
So, what then are we likely to see in the PR and communications space in 2022 and beyond?
- Mending a disjointed eco-system
- Shifting priorities
- Data will fuel the PR engine
- Those that are authentically consistent will win
- Growth of the hybrid brand experience
PR and marketing are evolving, and quickly. Brands and agencies, therefore, need to be more open-minded in how they approach the communication mix, how they gather data and how they approach a changing landscape and target audience. Spend time investing in critical decisions and actions, at a boardroom level, that will change your game – enhance your relationships, your approach and your purpose. Understand where the brand success will lie – make sure it’s authentic and the communication opportunities and value will always follow.
Source: bizcommunity.com
