The Changing Landscape of Public Relations

    It’s no secret that in the age of Social Media, Public Relations has had to evolve. What companies do to distribute information about their product and how they communicate with their customers is constantly changing. For Public Relations to stay relevant, they need to keep up. In his article on the subject, Glenn Gray, the Vice President at Buffalo Agency writes “Gone are the days of writing and distributing news releases, then pitching media.” Instead, as Jason Miller stated in Glossy’s recent article on the issue “…our team is increasingly asked to drive brand strategies, creative discussions and ideas that can become broader marketing initiatives versus the other way around; that has given us a seat at the strategic table.”

    Clients are now demanding that their PR agencies create marketing content and strategies. PR agencies are now being tasked with the creation of content and thought leadership when it comes to a client’s brand. PR’s scope is growing and while that growth is exciting, PR agencies run the risk of taking on more than they can handle.

    The demand for more can be handled through properly leveraging technology. Collaborative tools, automation, proper asset management, are all things that thought leadership and content are dependent on.

    How can PR agencies take steps to survive this evolution? Thanks to some agencies’ inability to adapt, the last few years have seen casualties in the industry. Agencies become financially inoperable because they don’t have the systems in place to handle this new PR frontier.  What can PR agencies do to avoid a similar fate? How can agencies realistically meet the new demands of their clients? The answer may be utilizing and maximizing the capabilities of your technology. Build a comprehensive technological infrastructure to support these changes in the industry.

    Fortunately, Valiant Technology understands the challenges that PR faces. they have a plan. Our creative director Matthew F. Fox says “The demand for more can be handled through properly leveraging technology. Collaborative tools, automation, proper asset management, are all things that thought leadership and content are dependent on.” For collaborative ease, Valiant uses Office 365. On top of installing all our clients with the apps on the Microsoft platform, we offer comprehensive training so that our clients know how to use the tools they have at their disposal. The Valiant website also has a thorough knowledge base where clients and the general public can refresh their understanding of the tools.

    The Valiant pyramid is four-tiered: stability at its base, security, scalability, and at the top, innovation. This is our philosophy with all our clients, no matter the vertical. With PR’s changing landscape our philosophy applies more than ever. Innovation is PR’s next step as an industry, and Valiant knows how to innovate. Fox goes on “Investor interest is sparked by outward performance and success, and the checkbooks come out once a business is vetted – organization and efficiency translate to ROI and play a large role in just how many zeroes end up on that check.” We know for any industry to survive; it’s got to meet that bottom line. We believe that we can help PR agencies not only survive but thrive in this new landscape.

    Megan is a member of our Marketing & Sales team, assisting in demonstrating the value of our services and ensuring positive experiences for prospective clients. When not working with technology,...

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