With the global adoption of digital, a lot has been said about the PR industry. Unfortunately, not always positive.
Take, for example, keeping up with social media and online channels to develop appropriate skills and offer the type of services that clients nowadays need has been a painful challenge. Not to mention then measurement which has been PR's biggest problem since its very existence.
So how does PR stay relevant?
To figure this out, we need to first analyse our current reality.
When we think about the past two decades, there are two key things brands and their PR people need to consider:
- Our consumer and purchasing behaviours have changed, massively.
- If you don’t have an online presence, you don’t exist.
Let’s start with the first one.