Beyond Media Relations: The New Role of Public Relations Professionals

Oct 2, 2024News

Public relations has come a long way from primarily focusing on media relations. Today, PR professionals are strategic communications partners, offering a wide range of services that go far beyond securing press.

Are you taking full advantage of what your PR partner can offer? Keep reading to learn more about how the PR landscape is evolving and how PR pros are rising to the challenge.

 

The Changing Public Relations Landscape 

When I think about why and how the public relations landscape has changed, a few trends come to mind. 

 

Media layoffs 

The media pool has shrunk considerably in recent years due to the economy. Significant layoffs at publications big and small have left remaining reporters overworked and overwhelmed. As a result, getting a story to rise above the noise and chaos is notably harder. 

 

Hyper-targeting audiences

Marketing and public relations have shifted to hyper-targeting smaller, niche groups of customers and clients. Rather than taking a broad approach of getting clients into as many outlets as possible, PR is now more focused on securing coverage in specific outlets that will generate the biggest return on investment. 

 

Generative AI tools 

Let’s not overlook the elephant in the room: AI. With tools like ChatGPT, businesses can now tackle PR tasks that were once out of reach, from drafting press releases to shaping messaging. However, while these tools have their place and can certainly enhance PR efforts, it’s important to remember they can’t replace the expertise and strategic insight that a PR professional brings to the table.

 

Social media storytelling 

The rise of media channels like TikTok (assuming it’s not banned, which, as of this writing, is still unclear) has empowered brands to tell their own stories in ways that were never before possible. Like generative AI, this potential creates the conception that brands can handle PR efforts in-house and forgo investing in outside PR. 

 

How Public Relations Pros Are Meeting the Moment 

In reaction to these trends, public relations professionals have had to become more creative in their approach to helping clients achieve their goals. Today’s PR pros are expected to wear many hats. I’ve experienced this evolution myself. 

When I first started Goodwin Consulting, my core business offerings were media relations and some event planning. Now, I provide a much more comprehensive range of services and am entrusted as a strategic communications advisor for many of my clients.

Here are just some of the ways PR pros like myself are being creative and resourceful to meet the moment:  

 

Preparing clients for in-person events

Years ago, I spent much of my time prepping CEOs for media interviews. The focus has since shifted toward preparing them for direct audience engagement, like panel discussions and speeches, where connecting with the audience is key.

 

Focusing on trade publications

Clients are leaning more toward trade publications, moving away from the traditional mix of local, regional, and national media. The reason? Trade publications are gaining more traction within specific industries, so it makes sense to target PR efforts there for better results. 

 

Prioritizing content writing over pitching

Many PR pros are spending more time on thought leadership and content development than pitching these days, particularly for niche media outlets hungry for content. That said, pitching is still very much alive. We’re just approaching and targeting it differently rather than the spray-and-pray, one-size-fits-all media. 

 

Crafting employee communications

PR has increasingly shifted toward shaping employee communication, with a focus on newsletters, memos, and prepping CEOs for internal meetings. It’s all about keeping employees informed and engaged with clear, consistent messaging from leadership.

 

Coaching clients on video and podcast creation

Short videos and podcasts are in high demand right now, and I’m focused on coaching and training clients to create engaging content for these formats. 

 

Embracing Change in Public Relations 

Change isn’t always easy, but if you want my honest opinion, the changes occurring in public relations are very much welcome! 

PR pros want to be invaluable resources for our clients. We want you to think of us as more than just media relations specialists. We want to be strategic communications partners who you entrust as part of your C-suite.

My advice to businesses is this: If you’re working with a PR agency, ask them what other services they provide besides what you hired them for. PR pros are far more valuable than you might think, and we’re always up for the next challenge that allows us to put our communication and storytelling skills to good use for our clients.

Contact me today to learn more about what I can do for you