PR: Continually Shifting
You’d need to stay up all night to read all the articles on PR, marketing and content strategy that come at you during the course of one day.
Occasionally, a short video manages to sum things up neatly. I found this piece on the evolution of PR, produced by Critical Mention featuring Lynn Appelbaum of CUNY, to be interesting and digestible.
- PR practice shifting rapidly; and now more than ever, it is about engagement and storytelling.
- PR’s traditional earned territory is shifting into that of social media. I.e. Have I, “earned the right to be shared across social media?”
- Messages must be communicated fast: in 6 seconds on Vine or Twitter; 60 seconds on YouTube and 6 mins for deeper blog content.
- PR has also shifted in to the territory of advertising through sponsored content and branded advertising:
"Instead of PR agencies intersecting with ad agencies, advertising is now being incorporated into PR agencies themselves in order to help them develop ‘native content’."
"it is therefore incumbent on PR professionals to stay in touch with trends, which are often changing everyday."
To keep up, Prof Appelbaum recommends that all PR practitioners read:
I would agree, although add the following:
I find it easiest to follow publications via a Facebook newsfeed, that way you needn’t clutter up your Twitter account with excessive follows.
Use this handy tool ( Pocket ) to save up articles and read them later.