HOW PUBLIC RELATIONS HAS CHANGED

The intermediary is no longer relevant to get your message out.

What you need is a platform that has your target audiences. In PR terms stakeholders.

In my early days as Head of Corporate Communications I would do media rounds.

I had to build what was called Media Relations.

‘Reputation’ is one of the most critical assets for an organisation.

Negative media coverage could damage reputation with serious repercussions.

A positive Brand image with stakeholders was essential for business.

And thus intermediary media played an important role.

The media was more accessible to large organisations.

Media coverage by a third party was more believable than advertising.

The world has changed.

1. The intermediary has been replaced by digital platforms.

2. Digital platforms are accessible to anyone, even a one person business.

3. You can get your voice heard , anyone can on digital platforms.

4. The new Digital media has given a rise to a new breed – The influencers.

5. The control has shifted to the consumers, they decide the content they consume.

6. Content is consumed Digitally , mostly on mobile.

7. Digital media is on 24×7.

8. Reputations can be built and damaged rapidly .

9. A newspaper article can get dated , forgotten. On Digital media every thing that is out there stays , forever.

10. Online Feedback and Review is a powerful tool for customers to voice their opinion on Brands , Products and Services.

11. You can build Brand presence by being strategic and consistent .

12. In the Digital world 80% of the content consumed is video.

13. Audiences have switched off from interruption marketing.

14. In the Digital world audiences consume Entertainment, Stories , Information, Education.

15. In the Digital world it is easy to measure impact unlike traditional print media PR .

With these changes Traditional PR agencies are no longer relevant.

Traditional Advertising agencies are no longer relevant.

Traditional Corporate Communications is no longer relevant.

Reinventing needs a mindset shift.

It is not just a title and role change.

I have been helping small businesses to build their Brand presence with good success.

The direct outcome is Business besides building long term brand.

I find many large organisations are slow to move .

What is stopping change is being in comfort zones .

Guarding the turf , surviving will no longer sustain. Sooner or later your game is up.

The time to change is NOW. What is your opinion?

Sanjay Mudnaney

Marketing Strategist

Author: Sanjay Mudnaney

My favourite line is "Don't die with your song in your heart". Being aligned to Your 'Truth' is being in Integrity of existence. The future of Life and Work is being in Integrity. I believe that it is time for passion economy as a new world emerges where location does not matter , organisations and people will seek out passionate individuals who are living their calling and making a difference in our world. Experiments in Integrity and Future of Marketing are two themes around which I will share my thoughts . I am on a journey to explore being in Integrity with my 'Truth.'

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