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Amid the plethora of online media channels, the primary role of PR pros remains the ability to reach reporters and convince them that a story has value for their audiences.
On a basic level, the only thing PR professionals really want to be is heard. There are a few ways stories can be heard above the noise, cut through the droves of useless information and make their way in front of the eyeballs of the target audience.
The pace of change in the PR practice is expected to accelerate in 2015, as more and more communicators take on a strategic role for their companies and clients and online media channels claim an expanding share of marketing budgets. To help you plan for next year, we asked PR pros what they see on the road ahead.
The discussion about how PR pros can get a “seat at the table” is a perennial issue. In many organizations there hasn’t been an expectation that PR could or even should drive business results. When you think like a C-suite executive about business value, you can creatively implement meaningful measurements that connect to the overall health of your organization.
The latest stats from Gould+Partners show top-line net revenue increasing for most of the PR agencies responding to the survey, as “projects” start to perform better than monthly retainers.
In the drive to deepen stakeholder relationships, communicators continue to reengineer strategies to include more branded content as part of a paid-earned-owned media engagement strategy.