Like all industry sectors, we’re currently riding a perfect storm, from Covid-19 to the growth of AI. All these challenges and changes are making us evaluate our normal business practices.
When it comes to the marketing mix, the value of PR in the channel is one that is often questioned. This has become even more apparent now the lines between PR, marketing and advertising are becoming increasingly blurred.
As the Channel has had to adapt, so too has the PR industry.
Today’s PR professionals have been forced to become brand ambassadors, content marketers, influencers, social media experts, and market analysts. But the true value that any PR brings to the marketing mix is their network and their understanding of Channel partners – what they read, where they gain insight and who they follow. PRs need to constantly build and nurture relationships with editors of magazines, podcasts and blogs. They need to follow LinkedIn and Facebook groups, be active members of associations, peer groups and online communities. Most of all, they need an in-depth knowledge of who is an expert on what, what area of the channel certain publications and editors are interested in and how they like to be pitched to.
The growth of digital has meant the decline of print but it’s also made the PR’s job harder and faster.
Where once PRs were pitching stories to monthly, bi-monthly or weekly publications, the almost instant nature of digital news means they need more ideas, more content and more pitches. The faster-than-ever news cycle means that journalists are under increasing pressure to produce more and more content at a rapid pace. As a result, they will naturally work with PRs that they can rely on to provide accurate content and assets quickly and efficiently.
PRs need to be great idea generators. More and more media outlets mean more and more stories. The rise of social media means short, news pieces are equally as important as long narratives.
Networking is key
Any Channel vendor who thinks the PR role does not have to be industry-specific is mistaken. A successful Channel PR needs to have a nuanced knowledge of partner influence and visibility as well as a bulging black book of channel-focused media contacts. They need accurate knowledge of all aspects of the channel to enable them to create shareable story ideas that are timely, relevant, robust and accurate.
When you consider all these factors in the ever-changing marketing mix it’s obvious the role of the PR is becoming increasingly complex and increasingly essential. The age-old question of ‘is PR necessary’ can now be more accurately measured with digital tools and analytics meaning all earned media is easily tracked and measured.
