While the digital age has given people and businesses more opportunities to engage with their audiences directly, there is still something to say about the benefits of having other people recommend your products and services. Influencer marketing therefore takes the benefits of social media to another level! Working in partnership with an influencer can help you to showcase everything you have to offer, while benefitting from reputation of an influencer and tapping into their follower base.
Podcasts are another growing opportunity for those looking to communicate more effectively in the digital age. There is such a large range of podcasts that you can find one dedicated to almost anything that you want to talk about. For example, for those in the new homes industry, our Memory Lanes podcast, in partnership with Define Creative, is all about celebrating the influence that our homes play in shaping our lives. Through Memory Lanes, industry professionals are able to provide a deep dive into their background, inspirations and career successes in a more relaxed and informal setting than many other PR opportunities allow.
What can we expect for the future of PR?
As technology continues to develop, so does PR. The dawn of Artificial Intelligence, for example, is already beginning to introduce new and exciting opportunities – if you know how to use it effectively! Whilst any AI-generated content is only as good as the prompt provided, and it will never be able to appreciate the complexities of human nature as well as real people can, it can be used as a tool to enhance the work of PR professionals. Examples include using AI as a starting point for inspiration or to receive feedback on drafted content.
While technology means that we can access everything we need remotely at the push of a button, it also means shifting expectations about the speed in which things are achieved. Whether responding to customers or journalists, there may be expectations to provide information more quickly than would have traditionally been expected. Equally, trends come and go so quickly now that it can become very easy to be left behind.
Receiving a tailored and personalised service is something that can make a big difference in business but is currently challenging to replicate through PR campaigns that are seen by a wide audience. Advances in technology are beginning to make it easier to add an element of personalisation, whether it is being more selective about who is seeing your ads on social media or being able to address emailers to named individuals. The scope of how campaigns can be personalised is something that could continue to be extended moving forwards.