“PR should reinvent itself; we are still rooted in conventional ways of thinking. If we don’t do it, we will die out like dinosaurs.”
This is one of the quotes that come to my mind when I think about the PR industry. The quote was by Iwona Sarachman, PR director at AmRest sp. z o.o., and was noted during an executive debate hosted by PRWeek last year which discussed the evolving relationship between marketing and PR.
Traditionally, PR has always been associated with media relations or publicity—writing press releases and pitching them to journalists to get coverage in newspapers, magazines, TV, or radio programs.
The more modern version of this in the digital world is influencer relations or simply pitching bloggers, YouTubers, Instagrammers, or anyone who’s influential online.
However, PR is so much more than just media or influencer relations. If done right, PR can encompass all media types within the PESO model—Paid, Earned, Shared, and Owned.
But the PR industry is not fully there yet. We are still rooted in conventional ways of thinking and doing; still stuck with old habits; still using phone and email and avoiding technology.