CONTRARY TO POPULAR BELIEF, PR IS HERE TO STAY, AND IT IS NOT GOING ANYWHERE
Over the years there has been a debate around the relevance of PR in the post digital world. There has been major cut down on the use of paper in many large economies of the world and the consumption habit of consumers for text has increasingly shifted from paper to digital. We are more accustomed to bright screens and colourful images, which is totally different from what the newspapers serve us.
Some of have even taken the debate a notch higher by saying PR is dead. I definitely would not spend any time talking about their reasons for this assertion, but the truth is PR cannot die.
Truth be told, the way PR was done in the past has actually transformed into what we know today and as such the PR for tomorrow would equally evolve. To say PR is dead or will die is a strong proclamation in error. We thankful for the digital medium of information dissemination but it will never take the place of PR. As long as there are human beings on earth, as long as there are products to sell, as long as there are brands to promote, as long as there are offices to manage, PR would find its place in the world of marketing and marketing communications.
There are a number of things PR achieves for us and highlighted below are a few;
PR gives credibility
Marketers and brands are currently in a battlefield and the fighters aren’t called gladiators but sound-iators. With everyone screaming at you saying “I’m the best, I’m number one, I know what I’m doing” you need PR to authenticate your claims and get your sound beyond the clutter.
Thought leadership drive
A lot of businesses and brands want to be seen as a thought leader or subject matter expert. You may not be able to achieve this drive without the inclusion of PR.
Impacts your bottom line
Your sales and marketing drive are channeled to reach your bottom line. PR helps improve brand trust and compels your customers to believe in the brand whilst engineering loyalty.
If you thought PR was just another increase in budget or an irrelevant expenditure you may want to rethink this.