By current standards, the future leaders of PR might not be professionals from within our industry.
The evolution of PR in the context of a shrinking media pool has long been discussed. And sure, we’ve made progress in responding to it by creating increasing amounts of content for the businesses we represent. Yet, when this becomes the strategy adopted by almost every PR team – if it hasn’t already – how effective will it really be?
This “me too” attitude makes me think our industry is ploughing through content creation for the sake of it. How much thought are PR professionals truly putting into when and where content is posted, what format is best suited for what audience, or even how it’s created to optimise SEO?
If owned channels are going to be PR’s saviour in this new media age, then we need to complement creative expertise with analytical skills enabling professionals to place the right content in front of the right audience, at the right time, and distributed through the right channel.
Because if not, the content we’re creating will increasingly get lost among the noise, and the value PR delivers will find itself called into question.
With the paid media budgets growing and becoming more influential PR could find itself irrelevant if it doesn’t begin to harness the power of search. This gives me an opportunity to roll-out my favourite soundbite, which comes from Upworthy’s Amy O’Leary – “Storytelling is a superpower. Data is your cape.”
So, what can we do today – starting now?
First and foremost, it’s critical we’re upskilling current teams in the areas of search through training and partnerships with industry experts. We need to instil confidence in those responsible for driving our industry forward to take our clients to channels and platforms they’ve not ventured to before.
The industry must also look outside of the profession to recruit data analysts. Working with experts – who will also bring a fresh perspective to what we do – allows us to build tailored media strategies driving maximum business impact.
Finally, we need to work with academia to ensure search is a core component of all communications related curriculums.
Search is going to be a key pillar on which our future industry will be built that not including it now is criminal.
We’re now at a critical phase, and if we don’t act we are doing our industry a disservice. Tomorrow’s PR leaders – today’s graduates and account executives – won’t be afforded a seat at the leadership table with the other communications disciplines. Instead, PR will find itself led by marketing and advertising, when really it needs to be an integrated approach calling on our respective expertise to engage all channels and audiences.
I don’t want tomorrow’s leaders to find themselves at a distinct disadvantage before they’ve even begun, therefore risking the future success and relevance of our profession. Do you?
By Ross Lambert
Content director at Howorth & Ogilvy Public Relation.