We may not be clairvoyant, but we can look at trends in the Public Relations industry to get an idea of what the future will look like.
PR is an ever-changing industry, so it should come as no surprise that the field will continue to evolve as time goes on. And, we like to be prepared.
So, what can be expected from the PR industry in the future? 
There is no way that Ivy Lee, long considered the “founder” of Public Relations, could have predicted how much the industry would grow since he defined the basic concepts. But, we think he’d be quite proud of how far the field has come. The idea of supply and demand is what has kept the industry alive. There is a growing need for brands to build and maintain meaningful relationships with their audiences.
But, what’s next?
For starters, objectives are beginning to shift away from pleasing the journalist and towards a customer-focused approach. Potential users (of products, services, solutions) want to hear about the actual experiences that others have with products that they’re interested in acquiring. People value other people’s opinions, especially when based off their own genuine experiences, so user testimonials are considered more credible and trustworthy.
Let’s face the facts. People spend a lot of time looking at screens, and very little time reading. With that said, Public Relations is becoming increasingly dependent on visual content. This includes not only highly attractive photos, but short videos, infographics and even GIFs. Digital storytelling is another component of visual content. Rather than reading a blog, people prefer to watch short clips of others recanting experiences and opinions.
We understand people are busy, that’s why, as PR professionals, we try to use as few words as possible. We are concise in our writing and use visuals whenever applicable. At D. Pagan Communications, we are evolving with the industry by offering new services like social media management, blogging and website content writing. We understand where the industry is heading, and we’re taking our clients along for the ride.
Contact us today to find out more about how we can help incorporate traditional and digital PR efforts into your current marketing plan.