Emerging PR trends and their importance in the marketing mix
Written by Georgia Paton.
How brands use the traditional marketing mix has changed in recent years with the rapid evolution of digital technologies. This shift in the marketing mix has seen greater integration of technology in public relations activities. Technology is influencing the way in which brands are communicating with their audience and is constantly evolving as new technology emerges.
Development of artificial intelligence and automation technology has created the biggest change across the industry, with brands now streamlining their communications with customers to create greater impact with less effort. However, the rise of AI and automated processes has only emphasised the value of data-driven storytelling. It is more important now than ever before for brands to be integrating purposeful data into their PR strategies to ensure they are standing out in the crowded news landscape. With technology now ingrained in everyone’s day-to-day activities, brands need to ensure they are leveraging their use of digital PR to capture the attention of key markets.
Adoption of Artificial Intelligence
Artificial Intelligence and automated technology have become a highly valuable PR tool for professionals in the PR and marketing world. AI and automation are being used by brands to automate routine tasks such as media monitoring, data analysis and content creation. This is enabling PR professionals to devote greater time towards higher-value tasks, including creative direction, strategy and relationship-building. By automating these time-consuming tasks, there is now a reduced need for human labour in content creation, enabling more efficient processes across for PR activities.
Data-Driven Storytelling
Despite AI and automation enabling greater volumes of content to be created, the value of data-driven insights and storytelling has become increasingly more relevant for brand’s creative strategies. While experience and intuition can lead to success, having concrete data and evidence to guide your strategy is crucial. Quantifiable data is becoming increasingly more important for achieving stronger results, particularly as brands strive to become more involved in the digital landscape. Through continuous tracking and analysis of online performance, brands can more accurately measure outcomes and adjust strategies in real time to achieve greater results with the chosen audience.
Digital PR
Brands use of digital PR is becoming increasingly more important with the rise of the digital marketspace. Successful brand strategies are now leveraging a greater number of social media platforms, with it now being rare for brands to not have a presence on TikTok, Instagram, Facebook and YouTube. By increasing presence across more social media platforms, brands can ensure they are reaching into communities anywhere in the digital world. It is important that brands are continuously looking for unique ways to increase their online presence as this will ensure maximum visibility in the saturated digital marketplace.