#PRtalk about modern PR business is behind us. Is press release already dead? How can we replace it? How do we breakdown the business of Public Relations and what modern PR business means? Where does PR automation work, and where does it fail? What PR trends should we watch out for in 2016? – these hot topics we were discussing yesterday during the Twitter chat hosted by Stephen Waddington from Ketchum. Check out the most interesting answers.
Vendors About Modern PR Business
1. Is Press Release dead?
@wadds A1 Press release or no press release – it’s all about great content and making your message heard #2015 #FunctionNotForm #PRtalk
— Joanna Drabent 🇺🇦 (@jdrabent) December 15, 2015
A1: Press releases been fading in importance for certain sector for some time now; definitely no longer PRIMARY output #PRtalk
— Christine Perkett (@missusP) December 15, 2015
A1 Press release is not dead. It just needs to be totally reimagined #PRtalk
— Joanna Drabent 🇺🇦 (@jdrabent) December 15, 2015
A1: Not in the music world – still vital – but personal contact, relationships n follow up more important than ever #PRTalk
— Jamie (@JamieGiberti) December 15, 2015
A1) 2/2 Senior PRs need to learn more from younger team members. Then theres no problem adapting tactics & losing the press release! #PRtalk
— Stella Bayles (@stellabayles) December 15, 2015
A1) Younger PR pros know how to get a story out. Its often senior PR adding press releases & phone sell-ins still… 1/2 #PRtalk
— Stella Bayles (@stellabayles) December 15, 2015
2. Press release: what’s replacing it within PR?
@wadds A2 the press release is not dead! We just have greater opps now through a wider array of tools and channels #prtalk
— Sarah Waddington CBE 💙 (@Mrs_Wadds) December 15, 2015
A2: Our stories live on in social channels and allow our audience to participate vs only consume. Much more fun & "sticky." #PRtalk
— Christine Perkett (@missusP) December 15, 2015
A2: Engaging content: visual, social, interactive campaigns. # of ways we can communicate now so much more interesting; memorable. #PRtalk
— Christine Perkett (@missusP) December 15, 2015
A1: Press releases will always be around. The MASTURBATORY press release, however, is out. See #4 here: https://t.co/mzvHeNBZNw #PRTalk
— Rebekah Iliff (@rebekahiliff) December 15, 2015
PR is increasingly more of instant conversation. Releases are being replaced by a more fluid conversation #PRTalk
— OnePulse (@OnePulseApp) December 15, 2015
A2. conversations with audiences – event-based, social media based, community-based… #PRTalk
— Chris Harrison (@chrisjharrison) December 15, 2015
A2 Question for the vendors — how many of you use press releases for your own PR? #PRtalk
— Aly Saxe (@Aly_Saxe) December 15, 2015
A1: Press releases been fading in importance for certain sector for some time now; definitely no longer PRIMARY output #PRtalk
— Christine Perkett (@missusP) December 15, 2015
Press release is not dead. It just needs to be totally reimagined #PRtalk pic.twitter.com/spNUbutEe1
— Prowly (@Prowly_com) December 15, 2015
3. How do you breakdown the business of public relations? Media, influencers, community, social biz? How else?
@wadds A3 let's be blunt, we are in the business of influence but ultimately it's about selling #prtalk
— Sarah Waddington CBE 💙 (@Mrs_Wadds) December 15, 2015
A3 What we *need* to be is the trusted advisor on reputation, relationships and communications. #Prtalk #FutureProof
— Adam Parker (@AdParker) December 15, 2015
A3 PR pros should think about PR as a PESO (Paid/Earned/Shared/Owned media) framework #PRtalk
— Joanna Drabent 🇺🇦 (@jdrabent) December 15, 2015
A3. I think we're in the relationship business to help create understanding and trust. Result is positive reputation #PRtalk
— Stephen Waddington (@wadds) December 15, 2015
PR stands at a fork in the road, which requires both a new way of thinking and new, diverse skill sets #PRtalk
— Edyta Kowal (@edyta_kowal) December 15, 2015
A3. Influencer marketing blurs the line between PR and marketing and becomes cross functional #PRtalk pic.twitter.com/243HVjZAVM
— Nicolas Chabot (@nicochabs) December 15, 2015
4. PR automation: where does it work in public relations, and where does it fail?
A4 #PRtalk automation great for counting things, not so good at evaluating them, hopeless at insights which need humans
— Richard Bagnall (@richardbagnall) December 15, 2015
A5 Processes embedded. "Measures" established. Expectations exist. Skills to be acquired. Change is a challenge, requires investment #Prtalk
— Adam Parker (@AdParker) December 15, 2015
PR professionals will have to adopt some automation methods in some of their daily activities #PRtalk https://t.co/Ah5DTj9nQj
— Prowly (@Prowly_com) December 15, 2015
A5: #1 – There is a gaping hole between technology innovation and PR practice, lacks connective tissue and industry agreement #PRTalk
— Rebekah Iliff (@rebekahiliff) December 15, 2015
A4: Curation, Distribution, Scoring and Analytics work – relationships and creativity in my opinion can never be automated #PRtalk
— Jonathan Bean (@jonobean) December 15, 2015
A4: Works in workflow, fails in relations. AI great impact in building relations soon. #PRtalk
— Joanna Drabent 🇺🇦 (@jdrabent) December 15, 2015
A4 Automate workflow. Automate reporting. Save time in these things. Don't automate relationship building. You just can't hack that. #PRtalk
— Aly Saxe (@Aly_Saxe) December 15, 2015
A4) Automation works when tech can give PRs back hours, if not days to do important tasks like insight, relationships & evaluation #PRtalk
— Stella Bayles (@stellabayles) December 15, 2015
5. Why are agencies and in-house teams finding it so tough to modernise practice around new forms of media?
A5, #2 – This leads to next issue: Huge "Talent Gap" as #PRnewcomers need to have fundamentals in data analysis + storytelling #PRTalk
— Rebekah Iliff (@rebekahiliff) December 15, 2015
A5) Without doubt it's the limitation of traditional PR structure & job titles. It doesn't welcome new skills or an agile approach #PRTalk
— Stella Bayles (@stellabayles) December 15, 2015
#PRtalk It is extremely hard to automate #PR – activity based on building and maintaining relations.PR is more art than mathematics
— Prowly (@Prowly_com) December 15, 2015
A5 One of the most offensive examples of this are agencies that still use AVEs because "the client demands it." #PRtalk
— Aly Saxe (@Aly_Saxe) December 15, 2015
6. How should practitioners make sense of the tools market? Best in class tools or an integrated workflow?
A6: A combination of great tools will always be the way to go. Jack of all trades and master of none is never a good approach #PRtalk
— Jonathan Bean (@jonobean) December 15, 2015
A6: Why don‘t we have both? https://t.co/5XdkDP3v6t #PRtalk
— Joanna Drabent 🇺🇦 (@jdrabent) December 15, 2015
A6 – certain tools for PR's are now key and shouldn't be ignored – the question is how do we know which will work best #PRTalk
— Smoking Gun Agency (@SmokingGunPR) December 15, 2015
A6: A combination of great tools will always be the way to go. Jack of all trades and master of none is never a good approach #PRtalk
— Jonathan Bean (@jonobean) December 15, 2015
A6 Go for best in class and they will figure out the integrations. #PRtalk
— Aly Saxe (@Aly_Saxe) December 15, 2015
A6. First step for practioners should be to start with tools that deliver most impact on their business priorities #PRtalk
— Nicolas Chabot (@nicochabs) December 15, 2015
7. PR trends in 2016
@wadds A7 insight and evaluation. C-Suite reporting in terms of PR / organisational outcomes #prtalk
— Sarah Waddington CBE 💙 (@Mrs_Wadds) December 15, 2015
A7: 2016 will be about challenging clients to be brutally transparent, 21st century-real and daring with creativity #prtalk @wadds
— Steve Falla (@steve_falla) December 15, 2015
A7: We at @mynewsdesk_uk will be focusing on PESO, integrations and growing and keeping our 90%+ renewal rates #PRtalk
— Jonathan Bean (@jonobean) December 15, 2015
A7 investment in #prtech tools is going to increase and mentality around tool integration will shift (positively) #PRTalk
— OnePulse (@OnePulseApp) December 15, 2015
https://twitter.com/IdriesAB/status/676852609089687552
A7: Data-Driven PR & Brand Newsrooms as content hubs #PRtalk
— Joanna Drabent 🇺🇦 (@jdrabent) December 15, 2015
