The new-age paradigm shift in Public Relations: Good or bad?

Authored by Palak Dua, Co-Founder, UpQuest Communications, an emerging PR and communications firm.

Although the advent of digital & social media marketing may seem as a trouble for traditional public relations industry but the reality is quite opposite. One must also know that this isn’t any fad, this is the time for PR to change its ‘Avatar’. The new-age media outlook is more global, strategic, two-way and interactive, symmetrical or dialogical, and socially responsible and PR is adroitly ready to encash it. One mustn’t forget the Statista forecast that by the end of 2025 the industry is expected to surpass a value of 129 billion dollars, at a CAGR of 7.4 percent. The modern PR professionals must re-institutionalize public relations as a behavioural, strategic management paradigm rather than as a symbolic, interpretive paradigm

Finding the Roots – The Synergies between PR and Social Media

Public Relations is integral to building trust of customers. Without PR, even today, it isn’t possible for companies, ranging from start-ups to enterprises, to expand, grow, and earn. PR still stands proudly as the ‘knight in shining armour’ for brands. At first, you’ll claim social media to be the touchpoint for companies and their customers. But just look closely, for we’ve only changed our look; we’ve just become one with social media. We are the one that actually bring a brand forward on Social Media platforms and engage the customers & consumers.

As revealing this fact maybe for some of the readers, I can assure of the fact that PR industry still stand firmly at the centre of ‘Marketing’. Let’s dive a little deeper into this matter and find the roots. In the name of ‘Marketing’ a lot of companies are using social media for forcibly feeding messages to the general population rather than as a strategic means of interacting with public and creating a brand image.

‘Social Media Presence’ of any brand is quintessential to its growth & profit. Modern public relations practitioners have rapidly embraced social media as a new from of PR and gotten into the new SM frenzy. Techniques of digital media, fascinations created by social media trends, and promotions by the influencers have become the new tools for us.

Ends meets Means – Be it Journalists or Influencers – The core is ‘Consumer’

Blogs, forums, business networks, photo-sharing platforms, social gaming, microblogs, chat apps, and last but not least social networks, are the new social media platforms that are rising and engaging more consumers. As per Statista, the global social penetration rate was 49% in 2020 & active global social media population stands at 4.65 billion. A simple glance at these facts loudly acclaim that still there is a lot of untapped potential in this new-age marketing and all channels must be mechanized by companies to make 360-degree benefits. Today, social media influencers are rubbing shoulders with journalists owing to their dedicated followers. Earlier, PR experts were the one who maintained connection between companies and journalists. Today, the same PR experts are investing their profound knowledge in bridging the gaps between companies and influencers.

Public Relations: The Core of Digital & Social Media Marketing

Such mettle & might can only be manifested by PR experts. We, the marketing magicians, are the ones, who can mark a marvel. I am boasting my profession here but dare I recall the story of the blockbuster movie ‘Slumdog Millionaire’; it is always an underdog who becomes the star rising from the ashes. For those who have thought that the days of PR are over, they must rethink their words because PR is at the centre of all marketing activities still. Whether it is creating a campaign, or launching a new product; Whether it is launching a new service, or establishing a new brand; Public Relation experts are the ‘Minds’ who hit the bull’s eye every time.

Do you still want to know about the paradigm shift in PR or you want to be a fellow sailor, because we are definitely going to sail high and conquer the oceans!