Remember when the newest blockbusters in Hollywood or Nollywood were released, and people would leave their homes to go to a cinema? Yes, that was just about a decade ago. Now, we all would rather curl up on the couch and binge-watch movies or an entire series on various streaming platforms.
The world has changed so rapidly in the last 10 years, and with the rise of technology and globalisation, this change continues to shape how we live our everyday lives. A trend on social media rises just as fast as it falls – One minute, you are getting “rick-rolled” and next, you need to figure out how to be ‘very cutesy, very demure, and very mindful’.
More than that, in the past ten years, technology has transformed our lives in countless ways. Self-driving cars have become a reality and are no longer a staple in science-fiction movies. There is the meta-verse, augmented reality, and virtual reality opening new realms of entertainment and education. Today, artificial intelligence (AI) is revolutionising everything from healthcare to customer service. In fact, the President could be an AI robot, and no one would ever know. That’s how much the world has changed.
This speed of changes and innovation begets a challenge for professionals whose jobs and careers depend on staying ahead of the curve, or at the very least, matching it speed for speed. Those who fail to adapt to these changes risk becoming obsolete, while those who embrace them successfully can thrive. The public relations (PR) industry has been significantly impacted by this accelerating pace.
With the rise of social media, digital marketing, and content creation, PR practitioners must now be proficient in digital storytelling, social media management, and crisis communication. Gone are the days of solely relying on traditional media outlets and press releases to disseminate information (although they still have their merits). Instead, a single tweet from the right influencer could deliver as much or even greater ROI than a 10-months long thought leadership campaign.
Being a successful PR professional today requires a continuous learning mindset and a willingness to experiment with new approaches. It also means anticipating future trends and developing strategies to capitalise on them, before they sink faster than the Titanic.
You may be thinking – what are these approaches or trends that we need to know to succeed? We could mention a hundred but who knows how relevant they will be by the time you read this?
Instead, we will discuss three that will stand the test of time and have irrevocably altered the DNA of our industry and the world at large. They are:
- AI-powered PR
- TikTok Takeover
- The Influencer Economy
AI-Powered PR: A Revolution in the Industry
AI is rapidly transforming the PR landscape, offering unprecedented capabilities for content creation, analysis, and strategy development. Here’s how:
- Content Generation: AI can produce high-quality content, from press releases to social media posts, at a scale that was previously unimaginable. This frees up our time to focus on strategic planning and relationship building with clients, the media, and the public alike.
- Data Analysis: AI-powered tools can analyse vast amounts of data to identify trends, sentiment, and audience preferences. This affords us the opportunity to tailor our messages and campaigns with greater precision.
- Strategy Development: AI can assist in developing PR strategies by identifying target audiences, tracking competitors, and predicting potential crises. This allows for more proactive and effective planning.
Simply put, AI is here to stay. AI’s ability to process information and learn from data is a game-changer for the PR industry. As AI technology continues to advance, its applications will become even more sophisticated, making it an essential tool for PR professionals.
P.S. The entire sub-section above was written by Google’s Gemini. Could you tell?
With carefully placed prompts and keywords, AI wrote in one second, a content that would have taken at least 10 minutes for a human to write. Incredible.
However, before the fear of the AI takeover overwhelms us, it is important to note that AI is still missing the key factor that makes us special and irreplaceable – creativity.
AI, as of now, cannot think for itself. It doesn’t understand the little nuances that make the world tick. It cannot replace us, but it can be leveraged by us in an ethical and responsible way that enhances our work.
TikTok Takeover: A New Era for PR
Ten years ago, asking anyone if they had TikTok would have caused some head scratches and question marks. Once a niche platform for short-form videos, TikTok exploded in popularity during the pandemic years, capturing the attention of billions of users worldwide. Today, the industry is increasingly recognising its potential to reach new audiences, especially Gen Zs and Gen Alphas, and drive engagement.
TikTok’s emphasis on authenticity and user-generated content resonates with younger audiences. It speaks to them in a way that no other platforms do, except for Snapchat in its early days. Its popularity and growth are undeniable and as the platform continues to evolve, it will likely become an essential component of any comprehensive PR or MarComms strategy targeting the youth.
The Influencer Economy: A Powerful Force in PR
Say hello to youthful creators who have a strong following and can authentically engage with their audiences. The influencer economy has grown exponentially in recent years, with brands recognizing the value of partnering with influential individuals in their niche sectors.
Influencers can connect brands with highly engaged, loyal, and relevant audiences, often with a level of trust and credibility that traditional advertising cannot replicate. This though, is dependent on the identification of the right influencers based on their audience, engagement rates, and alignment with the brand’s values.
As social media continues to play a central role in people’s lives, the influence of individuals with large followings will only grow. Brands will continue to seek more authentic and effective ways to reach their target demographics, and as such, influencer partnerships will remain a valuable strategy.
We could explore a million other trends affecting the world and our industry, but the overall summary of all of this is clear. To thrive in this fast-paced environment, PR professionals must embrace innovation, adapt to emerging trends, and cultivate a continuous learning mindset. By doing so, we can navigate the new frontier of our industry and deliver impactful campaigns that resonate with our target audiences.
The future of PR is bright, and those who are willing to adapt and evolve will be well-positioned to succeed. Giddy-up cowboy or girl, the world awaits.
