Public Relations in 2019

19 Feb Public Relations in 2019

On a recent episode of our PR & Politics podcast, we talked about the state of the public relations industry in 2019. What does effective PR look like today, and how do organizations adapt?  Social media has revolutionized how companies communicate with their audiences. The old ways of one-way communication – develop a message, send it out and hope people like it – no longer cut it. The news media environment has also changed, with newspapers and media companies laying off staff, merging or, in some cases, going out of business. The ratio of PR professionals to reporters is nearly 6 to 1. Given this backdrop, what should organizations do to ensure they have an effective PR strategy this year?

Make communication a top priority

Of course I would say this. I’m a PR consultant. But in today’s communication environment, everything is accelerated – from a company’s ability to talk directly with its audience to how quickly consumers get news. As organizations think about how to leverage this environment for their benefit, making communication a priority – both external and internal – should be at the top of the list.

Communication is critical to an organization’s success and should be treated as an essential part of the company. This means ensuring a PR perspective is involved in the C-suite and the decision-making process. Stories break fast and travel far, and organizations that prioritize communication as a regular part of their operations will usually come out ahead when the pressure is on. 

Focus on the inside

Internal communication is an ongoing challenge for most companies. There will always be tasks that are higher on the priority list, leaving internal communication as something to work on when “things slow down.” However, taking the time and effort to make sure your employees are in the know and engaged with your mission can pay off big time. We’ve seen recently how internal issues can fester and become major public problems that demand a company’s attention (see Google walkout).

In 2019, it’s imperative that organizations focus on the forgotten audience – the employees. Employees often act as informal brand ambassadors and representatives of the company. When they are dissatisfied or disengaged with their employer, they’re likely to talk about it, vent on social media or even talk to reporters. All of this can easily work against a company’s external PR efforts. By looking inward and making sure the internal communication strategy is given the same attention as the external strategy, companies better position themselves for long-term success. 

Be nimble

This one can be hard for large organizations, especially those with corporate-like environments that don’t typically move fast. However, they are competing with innovative start-ups that do. Effective PR in 2019 requires companies to be faster and more agile than in years past. The plethora of ways you can tell your story and push your own message gives companies an advantage. Traditional media still plays a role, but brands no longer have to wait for media coverage to deliver their news. As unexpected issues come up, it’s critical that organizations are ready to respond quickly, engage their key audiences in two-way communication and adjust their message as necessary.

Chad McLeod, APR, CPRC, is the owner of McLeod Communications and co-host of PR & Politics.