Is Public Relations Still Relevant?

Public relations has never been more relevant.

In today’s 365/24/7 news cycle, public relations has never been more relevant. The PR landscape has changed, but so has the focus of traditional agencies and in-house PR departments.

Everything you (a business or brand) say and do as a business is PR, whether it’s through traditional media channels, social media, blogger and influencer relations or brand communications.

The core of PR hasn’t changed – PR is about exchanging stories, expressing ideas and sharing conversations. Technology has changed the channels but PR is still about great storytelling, and the future of PR is about creating a ‘shareable’ experience.

We’re living in an ever-changing world of cross-channel integration, blending PR and media relations, social media and digital to successfully deliver campaigns across multiple channels. We’re engaging with our chosen audiences at the right time to inspire consumers to take notice, and take action.

A world of ‘new’ editorial opportunities

We firmly believe the traditional media release still has an important role to play for newsworthy content to reach editors of newspapers, magazines, online channels and bloggers. In fact, it’s one of the most beneficial tools if accompanied with creative visuals or video.

In this day and age, it’s imperative for companies and brands to produce shareworthy visuals to help increase exposure. Media are hungry for newsworthy content and they’re disseminating those visuals or the latest news (and remember the definition of news is ‘new’) through print, online and social media channels to engage their readers in conversation.

We live in a social media-obsessed culture so as part of your campaign strategy it’s essential to think about how your content can be reused or repurposed for different platforms to reach your audience. It’s a bit of an art form, but hey, that’s where PR companies come in!

Social Media Prism-Public relations-Southern PR

[Image: Conversation Prism]

Social media channels provide amazing opportunities to chat daily to customers, share stories and learn about each other, adding that human face to your company. Whether you’re collaborating with today’s public figures, thought leaders, bloggers and influencers or targeting your audience through traditional media channels, there are now more opportunities than ever to successfully tell your story.

The integrated public relations approach – top tip

As an agency, we help our clients get their ‘ducks in a row’ to develop content for each channel that accurately delivers key messages and is consistent with brand vision and values. We often align our campaigns with a ‘four C’s’ approach to ensure every piece of content is best placed to generate the results it deserves.

Coherence – different communications are logically connected

Consistency – multiple messages support and reinforce, and are not contradictory

Continuity – communications are connected and consistent through time

Complementary – synergistic (sum of the parts is greater than the whole)

Have you got a story to tell? We can help develop a PR and marketing strategy that delivers on your business goals, or help your marketing team deliver your next PR campaign. Get in touch today. We’re listening.

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And the Winner for Southern Public Relations’ New Social Media Role is…

Sarah Vujcich is our newest creative recruit here at the Southern Public Relations embassy and we’re super excited to welcome Sarah to the ever-expanding Southern PR team!
Sarah hails from the land of adventure tourism and joins us to help with public relations and social and digital media communications. She’s actually writing this blog post (Hello guys! Sarah here…)

Her sass, pragmaticism and ‘can-do’ attitude is why we asked her to start creating with us in the Southern PR realm.

In true PR-style, we cornered Sarah and asked her a few questions in an interview…

1. Who are you and what’s your role at Southern PR?

Sarah Vujcich, PR Account Manager with a focus on social and digital communications and strategy.

2. What did you do previously?

Sales and marketing coordinator for adventure tourism businesses Thunder Jet and Queenstown Water Taxis, and before that I was in a similar role for world-renowned tourism leader AJ Hackett Bungy New Zealand.

3. What are you most excited about here at Southern PR?

Having followed Southern PR’s journey closely, I’m now super excited to join the creative team and be part of turning our clients’ digital ideas into living, breathing, world-class communication assets.

I am also keen to continue expanding my knowledge of emerging technologies and contribute to Southern PR’s future successes in the digital space.

4. If you could have one superpower, what would it be? Would you use it for good or evil?

I’d have telekinesis, most definitely – the kind you can choose when to use it, though, as it would be great for all aspects of life, not just work! Good will always prevail over evil – watch this space.

5. What can we find you up to when you’re not working on a client masterpiece?

I pair my love of good food (including chocolate, of course) with an active lifestyle and can be found dreaming about my next adventure – Queenstown is such a wonderful place to be exploring!

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