We know the web has enormous impact, and there are very few industries that haven’t been affected by the digital revolution.
If you think about music – which you can play nonstop and purchase in digital format on every Netflix-type platform that offers you content on demand, whenever you want it – you realize how detached and digital it all is.
For the media, the impact has been enormous, and some countries like *Australia are just now starting to regulate GAFA (Google, Amazon, Facebook and Apple) by requiring that they share, for instance, ad revenues and royalties on media content relayed on Google. Needless to say, the changes have been profound for the traditional media. Fortunately, a good many of them have already made the shift to digital, and many papers have completely stopped printing because they can be read online, on a tablet or computer.
Public relations has also had to adapt. I think it’s fascinating to go back in time when a lot of brands, a few years ago, believed that the Internet, social media and Facebook ads were going to replace public relations.
As Instagram became increasingly influential, some of our clients chose to take the budget they had allocated for PR and move it over to social media, convinced that PR was going to die a natural death.
Well, that’s not what happened. Quite the opposite! PR is more relevant than ever. Some of our former clients came back to us right before the pandemic and, after just a few weeks, their digital marketing team was amazed to watch their organic SEO grow right in front of their eyes. It literally exploded during the pandemic because the major players had completely stopped communicating.
Those who chose to eliminate public relations from their marketing plan are kicking themselves now. Their competitors, who stuck with PR, have pulled way ahead, whether in SEO or in recognition.
If you’re one of those brands and you haven’t brought public relations back into your marketing plan, it’s time to act.
If you do retain the services of a public relations agency, know that it will cost you the same monthly fees to get articles both online and in the print magazines.
PR isn’t like advertising, where you choose your media based on your target clientele. If the Metro newspaper wants to cover a high-end brand that’s just opened a spa downtown, why deny yourself? It probably won’t be your first choice of media for taking out an ad, and ELLE magazine will probably be more appropritate
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