In modern communications, there are now three main turbulent forces: search, social and mobile. All together sometimes seem as if they tried to sink both, organizations and their agency partners.
The audience of PR spends time on mobile devices and receives news through their feeds. Attention span is very short, so it is getting harder to convince them to read even one paragraph of continuous text. As the media and their effects are changing, so must PR change.
- Creativity. PR agencies are convinced that they have creative potential. But is it the right one? Can they produce viable mobile and facebook apps?
- Analytics. Gone is the time when we collected newspaper clippings. Contemporary analytic needs are far greater and in addition to media monitoring, it is also necessary to collect data and analyze it. Accordingly, other media activities are planned.
- Converged media. PR originally differed from advertising by earning the media. Today PR form the content. Google and Facebook allow you to pay for increased visibility of content and the boundaries between advertising and public relations are thus blurred.
Advertising industry formerly used digital, mobile and social as supplements of their services. Now these are the main part of their work. They are not talking about new media, they are developping them.
Marketing and communications are disrupted and PR must respond quickly to this new situation and reinvent itself.
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