With the ever-changing industry, the technological penetration, and increased awareness, the public relations sector is set to enter new horizons of prominence.
In the past decade, PR has undergone a tremendous change. And with 2020 marking the end of the decade, the world of Public Relations brims with immense potential and has proven itself to be a quintessential part of the organizational structure.
Looking back at the evolution of the industry, PR has come a long way ahead. From being a tool for just integrated communications, PR is now perceived as a service covering all facets of communications, be it marketing, advertisements, event management, or corporate communications.
As per a PRCAI report, in 2019 Indian PR business reached Rs 1600 crore and it predicts that in 2020 the industry will grow by 12.5 percent, making it a market of Rs 1800 crore.
This growth can be attributed to the bloom in the digital media with the help of which PR is able to access owned, earned, and paid media.
As the sector enters a new age of communication, it will be led by disruption and innovations. Below is a list of trends that marked their presence in 2019 which will be present in the years to come, strengthening the industry further.
The Blurring Lines Of Advertisement And Marketing
With the coming in of PR as integrated agencies, the clients have been demanding a 360-degree holistic experience. Delivering services beyond media relations are hugely appreciated by clients. Incorporating digital PR, alliances, owned media platforms, research, online reputation management, and PR driven data and insights, all are the need of the hour to establish their competencies in the market.
Championing Purpose-driven Communication
The media today being a hyper-connected digital world, the public relations have undergone phenomenal change where they no more limit themselves to traditional press. It has shifted from press release executors to championing thinkers enabling community building and strategic advisory. PR is making its presence felt in every possible sector like hosting end to end events, content collaborations with complementary brands, working with key opinion leaders, etc.
Reputation Management – A New Dimension Ruling PR
Where the media has become very quick, making content viral within light flashing speed, agencies are fostered to handle the client’s or brand’s reputation.
Though reputation management inclines more towards the management sector, in the future PR will have to designate a professional team that will understand the media and seamlessly manages the dynamic reputation management.
Artificial Intelligence (AI), Big Data, Internet of Things (IoT) Revolutionizing The Technological Advancements
Those who do not evolve with time are generally left behind in the league of the competitive world. The world succumbing to the idea of survival of the fittest necessitates the need of coping up with the latest trend and technology. Likewise, where artificial intelligence, big data, the internet of things, and other technological advancements have taken over other industries, PR is no exception. These technologies will pacify the work while increasing the efficiency in reduced time.
Rise Of Video And Digital Content
The power of a strong narrative accompanied by instant touch embodied by video and digital content has enhanced the scope of reach in a cost-effective way. The reduction in the attention span of the audience has given rise to the exponential growth of these content. With the help of the owned, earned, and paid media, the agencies strive to convey the brand’s narrative through the video and digital content.
Micro-Influencer Enhancing The PR Reach To The Audience
The PR has witnessed a paradigm shift from being agents to organic micro-influencers. Delving on the importance of a vast audience, micro-influencers pondering on their greater and complex role act as the bridge of communication connecting the brand and the audience, efficiently conveying the brand’s message to the audience.
Thus it is evident that in the coming years the quality and functioning of PR though under the radar of morphosis will emerge to be more accurate, transparent, and authentic.