The event featured talks from seasoned PR specialists, Neville Hobson and Julio Roma, and explored the many faces and formats that are involved in PR, now and over the coming year. Working in an integrated communications agency, I know that PR has changed dramatically over the past few years and this has been largely down to the uptake in digital communications. This change not only affects the way PR professionals approach a project or campaign but it also profoundly impacts the skills and technical knowledge that’s needed in order to reach the right people.
Here are just a few notable questions to consider if you’re reviewing your current approach to PR:
• Social Media: are you involved in online conversations about your company? If not, why not?
• Data: are you utilising and analysing data effectively to ensure messages are tailored correctly, to the right people in the right places?
• Measurement: how do you measure your external communication efforts? Does the criteria align with your business objectives? Is the measurement accurate and relevant?
• SEO: are you using the right keywords within your web copy? How do you know?
• Content: is the content you’re providing relevant and interesting for your audience? Is it accessible, varied and easy to share?
There are, of course, a few staples that will always endure in the PR world, (apart from comprehensive planning, strategy, quality stories and robust messaging), that’s right – buzz words. Along with the well-known and much loved classics, the new kids on the block include: phablets (cross between smartphones and tablets), pro-sumers (the more informed, well connected consumer) and brand journalism (what it says on the tin – brands being ‘journalists’).
To view the presentations from the event, Neville and Julio have kindly shared their presentations: