According to Media Kix, the PR agency sector has experienced an estimated growth of 30% in the last five years. The industry is undergoing sweeping changes. Today, companies focus more on creating compelling content that resonates with their target audience. Often, media relations results can deliver that content in a way that creates credibility for the brand. As a result, there is greater engagement from customers and prospects. Below are various ways the public relations industry is changing.

Public Relations Is Becoming More Customer-Centric

In the past, PR agency services were all about promoting client brands. The main aim of these services was to create awareness for the company name and stimulate interest in the company by making newsworthy announcements. Today, the focus is shifting from company-centric to customer-centric. Public relations professionals are working with brands to reach their target customers by focusing on creating high-quality content. The PR firms are also using social media to build communities of engaged followers.

Companies Are Getting Creative With Content Marketing

Content marketing is a buzz term for marketers, business owners, and bloggers that have been gaining popularity in recent years. It is an effective way to engage customers and prospects through valuable written and published content. Content marketing allows business owners to expand their reach beyond local advertising into a global market by creating helpful content. The content mainly educates or entertains information-hungry consumers or business partners. As a result, customers can connect with companies more personally and meaningfully by reading their blogs and social media posts.

PR Professionals Are Sticking With the Times

Most businesses are moving towards the cloud. This means they are becoming more connected through the Internet. Companies understand the importance of social media, content marketing, media relations, and strategic communications with every technological shift. Many businesses are incorporating these strategies into brand positioning and customer service. As a result, PR agency services are moving quickly to develop social media and content marketing skills, traditional publicity, and paid advertising strategies. Businesses use social media to communicate to their target markets in real-time. Companies can easily share their stories through Facebook, Twitter, LinkedIn, or Pinterest.

The PR industry is going through a significant transformation. It is evolving from solely informing the public to creating content for audiences. In an era where new media is converging with traditional media, these roles are more apparent to people. Conventional PR is becoming digital PR. In addition, the lines between advertising and PR are blurring. The result is a new way of thinking about communications. If you seek assistance from a top-tier PR agency, give us a call today.