PR Can’t Die

CONTRARY TO POPULAR BELIEF, PR IS HERE TO STAY, AND IT IS NOT GOING ANYWHERE

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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.

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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. 

Light in a Dark Place

GOOGLE LAUNCHES A NEWS INNOVATION CHALLENGE TO ANSWER THE QUESTION OF SUSTAINABILITY IN PR IN THIS POST DIGITAL AGE.

Source: Unsplash

Source: Unsplash

For a while now, word on the street have had it saying “PR is dead”. Many have come to accept this reality in the post digital age but some public relations professionals have refused to accept it and are not relenting in their publications.

Back in the day, if you wanted to get authentic information you needed to flip through the pages of newspaper, today, you no longer have to as these information will come to you whether you search for them or not and this has given rise to the rapid spread of fake news. We need that credibility and authenticity that PR brings.

Little wonder why Google is launching the first of its kind news innovation challenge in Africa particularly.

Google's mission is to organise the world's information and make it universally accessible and useful. Through products and platforms like Search, Maps, Gmail, Android, Google Play, Chrome and YouTube, Google plays a meaningful role in the daily lives of billions of people and has become one of the most widely-known companies in the world. Google is a subsidiary of Alphabet Inc - Bizcommunity.

Source: Bizcommunity

Source: Bizcommunity

The GNI (Google News Initiative) Innovation Challenge is inviting proposals for projects from news organisations of every size to address increasing engagement with readers and/or exploring new business models in any form such as subscriptions, membership programs, and so on. Traditional publishers, news startups and associations that aim to build innovative digital media projects are all eligible to apply.

A panel will evaluate the submissions and fund selected projects up to $150k, with funding for up to 70% of the total project cost. The funding will be reviewed against several criteria, including a “sharing component” - for example, a project proposal can include publishing findings or holding a public seminar to encourage applicants to share the knowledge and learnings to others.

The application window for project submissions will open in June, and will extend for one month. More information on eligibility, rules and criteria, and funding will be published on the GNI website - Bizcommunity.