By Chinwe Uzukwu Public Relations (PR) industry is a growing and fast paced industry. It is said that since the last five years the public relations industry has grown 13.9 percent. According to the Bureau of Labor Statistics, “Employment of public relations specialists is projected to grow seven percent from 2019 to 2029, faster than the average for all occupations.” Despite the decline in 2020 due to the COVID-19 pandemic, businesses still need public relations to help them to manage their public image through messages that inform and/or influence their audiences.
For the last 30 years, the public relations industry has shown their tactics to be very effective for persuading the public, and influencing public opinion. A standard PR campaign may concentrate on getting a company or client’s information talked about and/or promoted on television, radio, websites, magazines, or other media to reach the target audience. However, as technology and audiences continue to evolve, it is important to stay up-to-date with today’s trends in the marketing world. New tactics for PR campaigns can help with promotion of your firm and help boost client satisfaction. Here are the top PR trends to be on the lookout for. Social Media: The growing spike of social media is one that cannot be stopped. The digital era has made it much easier to measure public engagement. Social media channels allow PR professionals to view comments, likes, or any type of feedback that involves the public, making campaign promotion for clients much less of a hassle. As PR professionals always continue severe research on which social media channel has the best response or which social media channel has the most users. As of 2020, Facebook was the first social media platform to reach over 1 billion listed accounts and currently has 2.6 billion active users. Youtube is not too far behind from this statistic. When it comes to campaigning try to promote on popular social media platforms the outcome for success for a client and your business will most likely be higher. Also, plan on networking on these big social media platforms. Reach out to other PR professionals. Almost every PR professional is on Facebook or Instagram. Influencer Marketing: The digital era is a way of life now. Getting your client (especially a celebrity) on television, or in newspapers and magazines is no longer more impressive than getting him or her on social media. It depends on the audience. Try reaching out to popular social influencers to help with campaigns and business. Influencer marketing can help reach your target audience much faster. Influencer marketing will continue to grow in the year of 2021. Brands are continuously on the lookout for influencers to help boost sales. When choosing an influencer, gravitate towards one who will be able to get content out to your target audience. If your client campaign deals with makeup and cosmetics, try to reach out to an influencer with a huge following who advocates for health/beauty. Also make sure to have rewards for your influencer. Negotiate bargains with the influencer that you choose, so that networking can continue between you two. Visual Search: Not too long ago, google released their new feature "visual search" and plenty of other platforms released their own spin on the feature as well. What is visual search? Visual search allows every search click to first be introduced by a photo or screenshots. This feature can allow PR professionals to upload a photograph and display their client's campaign; it also allows you to place a photo of the client's business or firm, which will allow viewers and consumers to be engaged with what you are promoting. When trying to impact your consumers, always think about millennials. That is where most of your money will come from! Here's one final tip: When targeting your audience, always think about millennials. This population is fueling the growth of the consumer market and other segments as well. Sources: Statista https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/ Yoast https://yoast.com/visual-search/ Media Tool Kit (PR Measurement) https://www.mediatoolkit.com/blog/top-5-pr-trends-to-look-out-for-in-2020/ Bureau of Labor Statistics https://www.bls.gov/oes/current/oes273031.htm Bureau of Labor Statistics https://www.bls.gov/ooh/media-and-communication/public-relations-specialists.htm
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AuthorBowie State University SPR Group Student Blog Archives
May 2022
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