As technologies evolve, so does the world of Press Relations (PR), adjusting to new demands, new stakeholders and, above all, new tools.

Nowadays, artificial intelligence (IA) is the talk of the town. Emerging technologies and the countless possibilities they could bring to a wide range of sectors regularly make the headlines in the media, and the subject is now on everyone’ lips–including in the PR world.

Many questions then arise: “Will AI replace press officers?”, “Will human workers be replaced by more efficient, cutting-edge digital tools?”. While our initial reaction may be to say “No way!”–especially because the term “Press Relations” include the word “relations”, which refers to human interactions–, we cannot help but feel a little worried about it.

Yet, ever since the birth of the Internet in January 1983, which had profoundly revolutionised PR’s activities and practices, the sector has become accustomed to experiencing major changes.

Nowadays, this growing digitisation is propelling us into a kind of modern dystopian society, leaving us with only two choices: quickly embrace all these (r)evolutions or fade away.

In the beginning were PR before the Internet

First, let me give you some context: although email was invented in 1971, we had to wait until 1996 to witness the birth of the Hotmail start-up–before Microsoft’s buyout a year later. But before the introduction of this groundbreaking technology, press officers had to roll up their sleeves and go to the post office to send out their press releases.    

“When I was a junior press officer, I used to spend hours printing, folding and stuffing press releases into envelopes”, recalled Xavier Delhôme, Senior Account Director at OneChocolate. “Then I would head off to the post office with my little trolley to send them out between 5 pm and 5:30 pm.”

As there was no email system at the time, press officers would spend a great deal of their time on the phone with journalists. They obviously had a list of media contacts and various useful contents in paper format, which were stored in a binder as thick as an encyclopaedia that had to be updated every three months. Moreover, each press officer had to document every call made or received in the same binder–a tedious, time-consuming task. Nowadays, many game-changing tools, software and platforms can facilitate the press officer’s work. For instance, at OneChocolate, we rely on LuQi, which is a great database listing all our press contacts.

Lastly, face-to-face meetings with clients were a well-established practice. The common pattern was to schedule one meeting a month to review ongoing actions. On the other hand, the importance of reporting remains unchanged, regardless of the degree of sophistication of the tools used and the level of automation of the processes.

Entering a new era: Press Relations 3.0

Today, press relations are no longer limited to disseminating press releases. With the advent of new media, the press officer’s remit is becoming increasingly diversified.

Will PR Become 100% Virtual?

“Today, the new digital communication tools are becoming increasingly efficient; as a result, journalists are less and less available”, deplored Jean-Marie Amoros, Senior Account Manager at OneChocolate and a seasoned expert with a 20-year career in PR.

This observation reflects a harsh reality: today, emails and private messages on specific social media platforms– at least for the new generation of journalists –have, for the most part, replaced the phone calls and informal meetings over a cup of coffee. Therefore, building a lasting relationship with a journalist who can receive up to 200 mails a day is no walk in the park! In today’s world, time is short and leaves little room for leisure.

Besides, clients sometimes struggle to adapt to this shift in their relationship with journalists–some still expect the same results as they did 20 years ago. However, new digital tools bring new objectives!

Furthermore, the PR’s events field has also undergone significant changes. For instance, videoconference tools such as Zoom or Team have often superseded live conferences and press trips, which are more and more perceived as unnecessary and expensive. After all, why would you spend money to host a live event for a few journalists when you could set up a simple online webinar and attract a lot more of them? As a result, the concept of “hybrid events”–a clever mix of live and virtual events–is gaining traction.

Yet the question remains: how many years do we have left before we go 100% virtual? 

A broader, more interactive media landscape

With the rise of the Internet and now artificial intelligence, new media have emerged. While print media, television and radio used to be the main communication channels, we now have access to a broader range of digital communication mediums that highlight new forms of storytelling.

Blogs are one of these new media. Unlike classic press articles, blogs offer a creative space to use your writing skills and cover a wide range of hot topics in a light and inventive way, ideally presenting a brand-new point of view.

Moreover, with the rise of platforms such as YouTube or Twitch, video has also become one of the most powerful digital communication tools of our time for informing (or sometimes disinforming) the public. All generations are particularly fond of this dynamic and accessible format, easily relying on them to keep abreast of the latest news or to learn more about specific subjects.

On the other hand, podcasts are becoming an increasingly popular medium. Whether on the way to the office, out for a stroll, cooking or showering, podcasts are the best way to keep up to date on specific topics without disrupting your routine. This format is perfectly suited to the current “fast life” spirit we all seem to embrace. These easily accessible audio broadcasts offer companies the opportunity to delve deeper into specific subjects, invite industry experts and discuss current innovations and challenges.

Lastly, social media should not be overlooked, as they play a key role in this digital revolution. These days, platforms such as LinkedIn, Instagram, and Tik Tok have become real information hubs, alongside the traditional media. At the end of the day, mastering these tools is now part of every press officer’s daily work, whether monitoring the news or managing a community with the help of influencers.

To conclude

In the era of press relations 3.0, the industry must constantly redefine its communication strategies. To stay in the game, press officers ought to master the new digital tools, ensure stakeholder alignment and understand all the new goals related to this technological era. While Press Relations are becoming increasingly digital and automatised, engagement and interaction are the best ways to build lasting relationships with people.

Since we all work in an ever-changing world, it is vital to keep in mind that, even though new technologies are playing a strategic role in press relations, human PR professionals remain indispensable–especially when it comes to building efficient strategies and achieving communication goals in the best possible way.

 

This article was first published on plexuspr.com.