Why Pr is Changing- this is a good thing!
Only a few short years ago, all of the focus of business and marketing firms was on hiring the most equipped professionals, making the most sales to get the most money and let the cycle repeat. The top businesses would lead the pack every year simply by name recognition and because of their widespread following. There was no shot for a small business to ever build up to the name recognition and multimillion dollar sales as a fortune 500 company. This was until the world of PR infiltrated the business world as the influx of social media made it more accessible to view countless ads, videos, social media accounts as well as connect in an instant with any individual or company via direct messaging.
Public Relations created the space for a brand to be heard and shifted the old-fashioned structure of social hierarchy in the business world by allowing exposure to be given to any brand who deservingly reaches the public eye. What was the main cause in the shift? One of the biggest reasons, is the expansion in complexity and creativity of Public Relations strategies. Public Relations is no longer about news exposure, as the media environment expanded to use “subsequent technology such as websites, social blogs Facebook, YouTube, Instagram, Twitter and related media opportunities” (Smith, 13).
PESO Model- What is it
When a company is brought under the wing of a Public Relations agency, the professionals are working collaboratively with a team of individuals working on the writing, creative, journalism and message strategy of the campaign. The goal is no longer simply to reach a media channel but incorporate advertising and marketing strategies to infiltrate a numerous social media platforms to quadruple the exposure. One newsletter can be incorporated with imagery through a social media post, which can then be tagged in a blog post, which ultimately can be used to gather a huge audience. These results are achieved through the use of the PESO model (paid, earned, shared and owned). Using all four elements under the same PR strategy creates for a cohesive brand with full control over what is produced by the company and what is being shared to others. PR professionals are trained to keep everything under tabs, stay organized and provide consistency for a brand.
Pandemic Success Story
A huge benefit of Public Relations is it relies on people and people are never going away regardless of what is happening in the world, even a pandemic. Take sisters Angela Muhwezi-Hall and Deborah Gladney for example, they started a business called, QuickHire during the pandemic to help people find jobs. When the pandemic shut down businesses, they found an opportunity to gain exposure and develop a successful company which changed both their lives and thousands of people who joined their site. Their story proves how finding a niche audience can produce a massivly successful company from a start up business through the right PR strategy (Fox, 2021).
In the textbook, Strategic Planning for Public Relations, it discusses more logistics of why a brand does well with Public Relations strategies. There are benefits not only in gaining exposure through a hit with the media but also in the longevity of the company. Eight reasons why strategic planning is important is for financial health, safety, recreation, civic awareness, community service, reputation and survival.
Financial health
Safety
Health
Recreation
Civic Awareness
Community service
Reputation
Survival
Where 5 Bridges Comes In
Having a strong PR campaign can increase “productivity, retain customers, enhance support by donors and stockholders, and influence legislation” which contributes to financial health (Smith, 15). In our client 5 Bridges, the results can benefit specifically their safety and health as the organization can help save lives by advocating for healthy behaviors and encouraging healthy lifestyles with trainings for alcoholism, mental health coping skills. I am confident through an effective research and focus on the PESO model, as a class we can each develop a campaign to produce results which will allow for more effectiveness in the eight areas mentioned. In each blog post I will continue to update on the progress of the campaign and how the grow is specifically emulating PR strategy for 5 Bridges.
For all the visual learners out there, check out the video about how the PR world is changing.
(Stalwart Communications, 2015).
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