The art of public relations has changed dramatically in the last decade. Computers, smartphones, and other devices have made it easier than ever for consumers to access information about brands and their products and services.  This means that brands must work harder than ever before to get their message out and build a solid brand identity.

The scope of PR in the digital age is no longer like it used to be. It’s not just about getting a name out there and gaining traffic any more. The game has changed, requiring organizations and decision-makers to be one step ahead of everyone else if they want to succeed.

At the same time, the Internet has made it easy for companies to connect with their customers and build relationships with them.  As a result of the internet and social media, traditional media companies are struggling in the face of a changing industry.

In the US, newspaper circulation has been falling year after year since the 1940s, with audiences migrating towards digital and social media platforms. PR is, however, still going strong, with budgets on the rise as companies turn to agencies for more specialized help getting their messages out there.

The Role of Storytelling in PR

PR has always been about storytelling. Humans have been telling stories since the days of ancient Greece and Egypt. The delivery medium may have changed over the centuries, but the art of storytelling remains the same. Today, the method of delivery is digital-first, and we are living in an age where information is transmitted faster than ever before.

PR is all about securing coverage, whether that’s in print, online, or through a TV broadcast. It’s about getting a message across and making sure people hear about an organization without directly paying for advertising. So it’s no surprise that PR professionals focus on building relationships with journalists.

In the age of social media, this extends to direct contact via Twitter and other platforms. And as newsrooms shrink thanks to cutbacks in traditional media organizations, there are fewer journalists than ever,so every single one counts.

Brands Need to Respond Quickly

We’re living in a digital age where information travels at light speed, meaning that reputations can be ruined overnight if responses aren’t released quickly. Social media has given consumers a voice and has created a platform for them to voice their opinions whether positive or negative about brands they interact with on a daily basis.

The internet is a powerful tool for PR professionals for managing reputation, especially during a crisis or controversy. A crisis is a situation that poses an immediate threat to an organization’s operations, reputation, or financial stability. It can arise from internal or external sources and can escalate quickly if not handled correctly.

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As Co-CEO at 5W Public Relations, Dara Busch oversees 5W’s Consumer Practice, which includes Travel & Entertainment, Apparel & Accessories, Non-Profits, Home & Housewares, Health & Wellness, Mom & Baby, Beauty & Grooming, and Consumer Packaged Goods.