We recently read an interesting article by Sarah Lee at PingGo about how the rise in popularity of the digital world over the last decade has led to PR losing its place in the marketing space. However, now, with ‘young marketers’ recognising the power of PR and earned media, it’s finally ‘striking’ back. 

In her article, Sarah argues that PR was previously overshadowed by Google Ads, social media, and paid advertisements as they allowed a business to reach targeted audiences within seconds and produced real-time ‘tangible’ results that could be measured easily. As a result, the value of PR was overlooked. 

However, as consumers are becoming ‘immune’ to online advertising and questioning what they are told on social media as a result of misinformation, companies are once again recognising the importance of securing editorial coverage in reputable publications. Now a combination of techniques such as social media marketing, PPC advertising and PR are needed for a brand to communicate their messages and build lasting relationships with the public. 

So, is PR striking back? Or did it never leave? 

The power of integration 

Good stories are never one-dimensional and, as an integrated consultancy, we recognise and understand the power of PR, marketing, and design. 

We know that social media, digital marketing, and PR work side by side and all have an equal space in the marketing world. When entwined, these tools have the power to drive business goals and grow the reputation, awareness, and understanding of a company. 

• Digital marketing is an excellent way to help grow a company’s online presence and find new customers. PPC marketing is one of the most effective ways for a business to reach its target audience through search, and it can be a great way to boost a business’ revenue. 
• Social media is a great way for a company to connect and engage with their audience in a meaningful way. It allows businesses to quickly respond to concerns and is even an effective way to improve brand loyalty and authority. 

• PR is important as it influences, engages, and builds connections and relationships between businesses and the public across multiple platforms. This can be through articles, interviews, podcasts, or anything else in which a brand might interact with the wider world. 

As the digital world expands, the way in which the world consumes its media will continue to rapidly change. This means PR professionals are having to evolve and work together with other services to think outside the box for fun, creative opportunities to help clients. 

When integrated, and when teams work together, these services can be a powerful tool in communicating messages, reaching new audiences, and putting a brand one step ahead of its competitors. 

Staying one step ahead 

We can’t ignore the fact that we now live in a multi-channel media landscape where all forms of media are of relevance and importance.  

We’re continually adapting and learning to navigate new platforms and use them to their full advantage, whether that’s using new measuring tools to monitor brand mentions, influencer outreach, growing our ecommerce offering, or using a variety of channels to distribute story angles to reach a client’s audience.  

Instead of being forgotten or overshadowed over the past few years, PR has simply evolved with the digital world – and young marketeers and PR professionals recognise this. 

So, although PR is ‘back in vogue,’ that does not mean other marketing functions such as social media and PPC advertising should be overlooked. 

All are ‘in vogue’ and should be considered as being crucial elements in the marketing mix to help make a brand succeed. 

Looking for a Birmingham PR agency? Get in touch today for expert advice on your communications strategy.