PR firms will thrive in big data, new media age. I just contributed to another PR Week OpEd that asked the question: What is the most important way in which the PR firm of 2017 will be different than the PR firm of today?
My answer was: The PR firm of the future will not be focused solely on earned and unpaid media. It will be a diversified firm that employs a variety of vehicles - digital, mobile, virtual reality - to deliver relevant content informed by predictive and behavioral data analytics to more precisely target customers, constituents, and stakeholders and influence a desired action or decision. It will deploy a strategic mix of paid, earned, shared, and owned media that can be monitored and measured directly in real time. When I first saw the question, my original thought was to answer that it wouldn't be called a PR firm anymore. But after more deliberation, I realized that was not at all the answer I believe. Armed with powerful information and technology in the age of big data, that value can go even higher.
Content Creation in PR. Curation. 2011 Tech PR Trends. Media Landscape. Ogilvy goes for a different agency structure. Ogilvy is not your normal PR agency for a variety of reasons, the first and most significant being that it carries the name of a man who was an advertising legend and created the template for many of the practices that creative agencies take for granted nowadays.
By keeping that name for its PR operation instead of trading under a completely new banner, the WPP subsidiary has a head start in creating a brand but also almost instinctively carries advertising connotations that are difficult to shake off. The latter is often used by Ogilvy's competitors to point to a lack of real commitment to PR. They say PR is just a subset of advertising for Ogilvy. That sense was strengthened when Ogilvy started the process of bringing the structure of its US business into line with that in Europe and Asia. Ogilvy arranges itself on a matrix structure, with discipline heads reporting into group regional heads, while also reporting up the chain to their vertical discipline boss. The Future of Public Relations and Social Media. This series is supported by Gist.
Gist provides a full view of the contacts in your professional network by creating a rich business profile for each one that includes the most news, status updates, and work details. See how it works here. Public relations specialists were some of the first people to embrace the power of social media, and as a result they are often the ones leading the way in the social space, whether they are consulting with clients from an agency point of view or strategizing on an in-house PR team. In the past decade, the Internet has had a huge impact on how PR professionals function. As of late, social media is changing the face of PR, as well. The Future of the Press Release The first press release was created during the fall of 1906 by Ivy Lee, known by some as the founder of modern public relations. During the past few years, we've witnessed a shift towards what some are calling the "social media release. " 5 Reasons Why Reporters Hated Your News Release « LocalNewser.