Time goes fast and things can change significantly in a decade, not least in the world of business. From the rise in social media to a decline in office-based working (thanks Covid), the last 10 have been a whirlwind.
As Prominent PR celebrates the huge milestone of 10 years in business, Account Manager Lauren Alcock takes a look at the industry developments that have moulded the PR landscape into what it is today.
An online world – virtual meetings, social media and the introduction of AI
One of the most notable changes over the last decade is the increase in our reliance on technology. The lasting effects of the pandemic has meant digital meetings have become the norm – with Zoom and Teams taking over from face-to-face meetings in many cases. Here at Prominent, we still value face-to-face meetings, and we believe that curating effective client relationships based on trust is something that will never change.
The development of social media in the last decade has been huge. TikTok is now firmly part of our social media strategies whereas 10 years ago, it hadn’t even been created. This, alongside the rise in photo and video-led platforms such as Instagram and Pinterest and the downfall of Twitter, has meant the way social media is used for business has changed completely. And it will continue to do so.
The increased use of artificial intelligence (AI) has had a profound impact on the industry and in 2023, ChatGPT became hugely popular among time-poor professionals needing copy, fast. In the last six months, some businesses have started using it for website copy, blogs and even press releases.
But like anything, the more ChatGPT has been used, the easier AI copy has become to identify. This meant the work of copywriters became more valuable – showcasing the importance of unique, professional copy for brand promotion. When you work with Prominent, you know you are getting expertly crafted copy tailored to your audience, rather than anything spewed out by a computer!
Media relations remains a vital part of any PR strategy and I don’t think this will change. What has changed though, is the number of publications that have moved online – some solely, resulting in a decline in print media.
Online media outlets are driven by clicks and digital competition is fierce. Reporters are looking for stronger stories accompanied by a good photo to get people’s attention – making it even harder to secure coverage. What might have been a shoo-in for a print edition can easily be turned in a world where physical newspapers are declining and reporters have click targets to hit.
All that shows the real value of copywriters and having strong relationships with journalists when pitching. This experience and industry knowledge is even more important now than ever before, which is why more businesses are opting to outsource their PR.
The developments in social media and the increased prevalence of online media outlets have also had a negative effect on the industry from a crisis communications point of view. The fast-paced digital world means news travels quickly – so negative news can have a significant impact on a businesses’ reputation in a matter of minutes, unlike when you had until the article was published in print. When it comes to negative publicity, preparation and reactivity are key.
The negative implications of poor crisis communications management can have severe implications on the reputation of a business, which is why many companies have a policy in place and a PR team on hand should anything happen. Rest assured, we’re just as effective at crisis communications as we always have been – if not better.
Although keeping your marketing activity in-house can work for many businesses, for others, the additional support an agency can provide is proving invaluable in the modern day.
Working with a PR agency is an investment and the best client-agency relationships do require regular communication, but the business benefits can be significant. Having access to a team of professionals including experienced copywriters can maximise your relationship with the press and ensure you are ahead of new trends and developments.
As the saying goes – multiple heads are better than one.
Much may have changed in the industry over the past decade – but if one thing has remained a constant, it’s that Prominent are always one step ahead of the game. So, if you’re looking for PR support, contact us to see how we can work together.
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