PR professionals are negotiating a “delicate balance” between making the time for traditional media relations while boosting awareness and visibility for their brands and clients in the social sphere, according to an exclusive study conducted by MWW on behalf of PR News.
The survey, which took the pulse of 50 senior-level PR executives, was conducted online in August and September. It found that responsibilities, priorities and influence across media channels are all still undergoing tremendous change.
Finding the proper balance among myriad PR channels, of course, is a tough nut to crack for communicators. For example, the shift toward active engagement and content development on social platforms comes at a time when the commitment to traditional media relations has not waned, according to the study.
Indeed, senior PR executives reported that they are spending more time on media relations while simultaneously trying to devote more resources to nontraditional activities driven by social media.
“One of the greatest fundamentals of our industry is that we have always been—and always need to be—experts in working with influencers of all types,” said Ephraim Cohen, executive VP of technology at MWW, who conducted the study, along with Doug O’Reilly, senior VP of research and insights.
Cohen added, “It’s one of the key strategic differeces that seperates [PR] from other marketing disciplines.”
Yet despite the rise of social channels, media relations still takes precedence when it comes to crisis management, according to the study.
This article appeared in the October 7 issue of PR News. Subscribe to PR News today to receive weekly comprehensive coverage of the most fundamental PR topics from visual storytelling to crisis management to media training.