Talks to PR Group Ac­count Di­rec­tor, Grey Doha about the trans­for­ma­tional role the PR in­dus­try finds it­self in to­day and the risks that threaten its ex­tinc­tion if so said changes are not acted upon.



me­dia, which has com­pletely trans­formed rep­u­ta­tion and cri­sis man­age­ment for PR pro­fes­sion­als. While both me­dia and cre­ative pro­fes­sion­als ad­vo­cate agility and real-time, mo­ment mar­ket­ing, th­ese dis­ci­plines have long been em­bed­ded in the very na­ture of what PR agen­cies did. Granted, the tools at hand have changed; no-com­ment poli­cies, pub­lic ac­knowl­edge­ment speeches and me­dia clarifications have of­ten had to be re­duced to 140 char­ac­ters. Press clips and me­dia cov­er­age es­ti­ma­tions have given way to so­cial me­dia lis­ten­ing and re­port­ing tools that gen­er­ate a del­uge of gran­u­lar data as­sess­ing the ac­tual reach of a brand’s mes­sag­ing, the sen­ti­ment of con­sumers to­wards it and their en­gage­ment with its tone of voice. As a re­sult, con­tent cre­ation and cu­ra­tion have be­come cor­ner­stones of the PR agency’s role and scope of work, en­abling it to trans­fer brand own­er­ship to the pub­lic – whereas, a decade ago, PR agen­cies were of­ten fo­cused on do­ing the ex­act op­po­site of that and con­trol­ling a brand’s im­age and pub­lic per­cep­tion within the con­fines of its own guide­lines.

Go­ing for­ward, the chal­lenge for PR agen­cies will be to ac­tu­ally break out of their con­ven­tional mold and modus operandi and po­si­tion them­selves as driv­ing forces be­hind the in­dus­try’s trans­for­ma­tion. For the most part, the PR in­dus­try has boxed it­self in as a link within the com­mu­ni­ca­tion strat­egy chain. If it does not cap­i­talise on tech­nol­ogy, data and con­tent to trans­form it­self, it may very well be at the peril of per­ish­ing.

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