PR new rules to build strong media relations in a digital VUCA world


Public relations is a practice of managing and spread information from an individual or an organization to the public to affect audience perception. Public relations include individuals or organizations gaining exposure using interest and news items. It aims to create coverage for clients is also known as earned media. 

Rather than paying for the client to advertise, public relations generate an article featuring a PR firm’s client. This is to inform the public, investors, partners, employees, and other stakeholders to maintain a positive view of the organization and its leadership. 

PR professionals mainly work for PR and marketing firms, public officials, government, and nongovernmental organizations. PR specialists maintain the relationship with organizations to the target audience, media, and other opinion leaders.

PR professionals must know how to address the concerns using the most powerful tool of the public relations trade.

After a long time, public relations and media had a symbiotic relationship. PR agencies facilitate and interact with their clients about the news and the media will carry this news. As a part of their daily operations, PR agencies chasing journalists to know about their clients and keep on printing media clippings. 

During this pandemic, everything is shifting to digital has brought a change in PR media relations. So, this change had made limits for digital media such as newspapers.

Today with high usage of the internet and social media has brought considerable changes in handling media relations. In those days, the relationship between the public and those communicating with them is a one-way process, but now it became a two-way process with lots of conversations happening on various social media platforms. There should be a strong relationship with the public for both journalists and PR professionals. The relation will be strong when the story is interesting for the journalist. 

Akshaara Lalwani, CEO of communicating India, said digitalization is the only key for transforming any business today. For any brand, digital presence is extremely important and the only way to happen is through PR. PR is more responsible to spread the most relevant news and information about the brand to the media. It not only facilitates better communication but also very good interest in the brands. Delivery of the right message at right time is important for the evolution of the new practices. Expecting the PR agencies to deliver the right information about the brands has gone up. 

Gautam B Thakker, CEO, Everymedia Technologies, said 80% of Indians consume news on the internet and through social media platforms

Journalists are predominantly using large-scale platforms like Facebook, Twitter, Instagram, Linked In, and others. Also, for delivering high information to consumers they are using live video platforms. Through these digital platforms, news organizations are offering regular updates to consumers on current events, barriers, and accessibility.

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