PR in 2014: aggregate, blur and conquer
Fearless predictions for PR in 2014 – Australian businesses stop being gloomy and start spending on communications again and the Coalition government actually starts communicating, creating a trickle-down effect that sees all PR people gainfully employed and the economy well and truly boosted.
Ha! Now you’ve had a chuckle, let’s look at the real picture, keeping in mind these key questions: What are all the downsized journalists doing? What new avenues will digital media present? And how will multi-skilled PR newcomers shape their environment?
Blurred Lines – the difference between news media, blogs and PR output will become further blurred
Contraction in the journalism industry has put the media cats among the PR pigeons. In 2012 some 15% of Australia’s journalists were made redundant. Not all of them have become Real Estate agents. Some have found work in their old-school media stomping ground, others have had to embrace roles in digital media and many more now skirt the industry as PR practitioners or bloggers.
What this means for PR is that there are now many more practitioners and a swag of niche operators, all able to work from a home office, nearby cafe or shoebox in the local park. Overheads are down, lifestyle is in and clients/businesses have choice – hire an ex-journo for in-house content creation, gun for a digital specialist to build your social media platform, go niche with an industry expert or go large with a consultancy that can tailor resource for any sized project.
Being your own channel will continue to be all the rage in 2014 and the best storytellers – regardless of whether they’re from a news, blog, PR or customer source – will draw the intended audience.
Justification Proclamation – the PR industry will raise the bar in proving its worth
PR practitioners have traditionally been poor at PRing the industry and promoting themselves, much like a builder living in a renovator’s dream but never fixing anything.
That will need to change in 2014 as shrinking budgets and the ability to self-promote prompts some companies to consider DIY PR more carefully.
PR will fight back by clearly communicating its credentials and expertise – especially in strategy, media knowledge and contacts with key influencers – and by utilising new analytic tools to measure ROI and also interpret data to determine future beneficial activity.
More channels means more chatter, but PR will be able to reach more targeted eyeballs and prove its effectiveness in engagement and prompting positive action.
The Rise of the Collective – amalgamation and alliances will give PR strength and breadth
PR people have been proud to be early adopters and great adapters, quickly cottoning on to how to communicate via new technology and channels. But learning how to smart fax and how to put together a video feed for a 24-hour news network is child’s play compared to the challenges new tech provides today.
That’s where aggregated knowledge and skills come in. For the bigger consultancies that could mean growth through acquisition and amalgamation. For the smaller players and self-employed the prospect of forming alliances becomes increasingly likely. Strength in numbers means access to more expertise and more resource when needed.
With pressure on bottom lines, technology allowing for virtual offices, more freelance ex-journalists around and social media platforms allowing for the creation of collaborative networks, creaky old business models could be bulldozed to make way for the power of the collective to emerge.
Multi-Multi-Skills – being a good writer isn’t enough these days, story-telling needs imagery and placement nous
My daughter has just finished her first year of tertiary education, studying to be a public relations practitioner – I know, I begged her to get into acting, the armed forces or mining, but would she listen? – and the array of skills she is developing would amaze the majority of PRers who have come from a journalism background.
Being able to put together a video, from scripting to filming, editing and distribution, is now a core skill. Understanding content marketing and the value in building a long-term audience is fundamental, as is social media understanding and execution.
For long-term PR practitioners the need to be multi-skilled means learning new tricks, looking to the collective to cover gaps in expertise or bowing out to write that long overdue novel.
The saving grace for the wily PR campaigners is their ability to think strategically and to know what tool or tactic to use at the appropriate time. Wiser, more experienced heads will continue to provide the strategy in 2014, but implementation across appropriate channels will be the domain of the young and tech-hip.
Picturing This and That – the trend towards videography and infographics will accelerate
Platforms like Twitter rose by promoting brevity. Vine and Instagram took that snapshot mentality to a whole new level in video and images. Short, sharp and eminently engaging – it’s a formula that is proving to be online gold…and PR needs to be mining from the same treasure trove, especially with more eyeballs accessing mobile sources – smart phones and tablets – in bite-sized chunks.
How does your material stand out from the crowd? Can you capture the essence of an issue with one photograph or a single meme? Can you elicit an emotional response with one headline?
Once again technology – in the form of templates and easily uploaded and posted material – is helping to spread content. What will never be supplanted is the creativity to nail the content. Creativity in PR will continue to be vital in 2014 as it is in any other year.
Jackie Crossman, Managing Director, Crossman Communications
Please login with linkedin to comment
Latest News
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.