The media world has undergone enormous changes in recent years. Digital Transformation has completely changed the communicational paradigm we once knew. Public Relations professionals must be able to adapt to this new reality and expand their skills.
Public Relations Professionals – What Should They Look Like in the Future?
Firstly, the development of skills in the field of marketing is increasingly becoming an obligation and not an option. The merger between earned, paid and owned media helps us explain the reason for this. In the case of marketing, paid media is particularly important. It allows us to reach other types of audiences. More importantly, it also allows us to select audiences that our brand considers essential to reach. Earned media is publicity and media appearances, earned through RELATIONS MÉDIAS. For earned media the goal is to earn credibility and exposure for the company. Owned media is the foundation of strong Communications, as it is the basis of all future content. It is the purest form of the company’s brand and image.
Multimedia and Data
Another characteristic that will certainly be important is the improvement of skills as far as capturing and editing video is concerned. Today, communication has a huge visual aspect. Social networks will further enhance this trend. The data indicate that, in the case of websites, the use of video in landing pages increases their effectiveness by 80%.
Finally, the ability to read and interpret the innumerable data that is provided to us today presents itself as a critical success factor. It is extremely important to be able to explain to a customer why a particular campaign worked or not. Data is the most appropriate solution.
In the future, a Public Relations professionals must combine all these characteristics and be able to adapt to a sector of activity that is undergoing tremendous change.
Explore Public Relations with us.