The importance of two-way communication for the public relations leader is crucial. The challenge lies in the environment in which we live today with an information and news stream that is always on. Television, online content feeds, YouTube, social platforms and tools like Periscope enable constant and real time communication.
The public relations leader of today must be proficient in social media and adept in traditional channels. Providing guidance to an organization about crisis management and social media tactics that work for each situation requires monitoring of the brand, proactive communication measures and preparedness. The PR professional must also be authentic and focused on a give and take with influencers and media outlets who expect engagement at all times and not just when needed or expected.
"Public relations (PR) is the practice of managing the spread of information between an individual or an organization (such as a business, government agency, or a nonprofit organization) and the public. " (Wikipedia)
Users who access Twitter on mobile are 60% more likely to follow 11 or more brands. (Marketing TechBlog)
87% of teens aged 13-17 own or have access to a desktop or laptop computer, while 81% have access to a gaming console. (e-Strategy Trends)
57% of US millennials check Facebook at least once a day to get news and information. (e-Strategy Trends)
eMarketer expects mobile to overtake desktop for US search ad dollars this year, rising from $8.72 billion to $12.85 billion. (e-Strategy Trends)
18% of marketing decision makers have no interest whatsoever in traditional marketing. (TopRankBlog)
51% of professional communicators say that their video budget will increase in 2015. (PR News Online)
The new norm in PR represents both the ability to fail fast and recover faster - ongoing and candid social engagement with your organization's customer audiences is imperative.
Mobile media consumption requires short, impactful content - consider using visual content such as infographics and video.
Generating coverage in social channels with bloggers and influencers requires transparency and a genuine regard for the person, not just the PR outcome.
Be there first in pitching and communicating - inspiration, media coverage and inbound activity can be garnered by using emerging tactics like live streaming, Slideshare and imbedded video across contexts including websites, executive LinkedIn profiles and social platforms.