{ "media_type": "text", "post_content": "In your opinion what is the future of PR? With more media getting laid off, will earned media turn into a tactic underneath digital?", "post_id": "5eb36281fc0b980021dd66e4", "reply_count": 9, "vote_count": 1, "bowl_id": "5a99d0eaf3a24900132cf9b4", "bowl_name": "PR and Communications" }

In your opinion what is the future of PR? With more media getting laid off, will earned media turn into a tactic underneath digital?

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PR is more important than ever...telling your story not only through digital and paid but also signature events, both real or virtual, and through partnerships, thought leadership and in earned media. There are lots of earned opportunities in top tier if you know what makes news and what are the trending topics. I don't think PR is going away anytime soon. At least not in healthcare- which I specialize in.

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Agree that earned media is becoming harder and harder but good PR is so much more than just media relations. There’s value from brands having external consultants advising on communications strategy, messaging, key narratives etc to audiences including consumers, investors and policy makers in addition to, press.

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On the contrary, centred around ”Purpose”, we’re already seeing greater alignment between strategy and operations and, with it, clearer messages from leadership, corporate communications, cutting through brand management and activation. Hedging bets on more integrated strategic offerings.

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More and more you see creative agencies and PR agencies overlapping with just trying to do stuff that gets buzz. IHob - types of stuff. The more media is part of our lives, the more brands will want to be in headlines. It’ll be a part of everything as tv gets less effective and budgets get slashed.

Totally. My only point was that if you ask the general public across all demos "What's your definition of TV?", you're going to get a variety different answers. To some, it's anything you watch on a TV screen. To others, its limited to broadcast and/or cable. And to others, it's even streaming bcast on mobile. Sorry for picking... just a peeve of mine. But it's all silly semantics in the end. Cheers.

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I agree PR should be much more than organic media. PR professionals know what publications want, don’t want, how they’ll react to your messaging, creative campaigns and products. I don’t know how many times I’ve told a brand “hey, this campaign / initiative might not be the best choice because xyz..” and then they come back a few hours later telling me they’re re-strategizing because of what I shared. We’re the eyes and ears of what consumers are seeing right now and are, in my opinion, very useful for brands and agencies who want to get more creative and unique with their work. We also (at least I do) draft and submit for speaking and jury opportunities which are very good for networking.

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