In today’s day and age, public relations is complex. Traditions and trends clash in ways that one could not imagine. There are rules of thumb and constants in public relations that are being challenged by the trends of Generation Z. It’s important to understand that nowadays, traditions aren’t being ignored but they’re evolving based on trends that are circulating throughout society today.
There are three traditions that have remained constant in public relations. For one, storytelling has remained at the center of this field. The way we tell stories has changed but not the fact we have a story to tell. Nowadays, it’s about digital and visuals, so it’s important to adapt.
Another tradition is the fact that data and knowledge are the keys to success. Understanding why something may or may not be working on social media – or other platforms – is important. Metrics have begun to lead the charge, especially digitally. Not only do data and knowledge help you understand reasoning and create strategies, but they allow you to be a strategic counselor to the C-suite. Be more than just a tactician.
The final tradition to remember is that all public relations professionals need to learn to speak business and be business fluent. Take note on how people in the C-suite measure ROI, speak and work. What they value is slightly different than what we perceive we should be valuing, so be apart of the business aspects of your workplace.
At the same time, there are four trends to remember. First, you must be digitally literate. Know how to use software and programs that will help you succeed, but also assist the C-suite. Capitalize on the trademark of the generation you’re living in: social media.
It’s also important to recognize that the economy is affecting jobs across the board. Businesses are starting to cut internal staff, including communications professionals. There are two parts to this trend: what you can do to capitalize on the skills you’ve gained throughout the years and the rise of agencies. Every single job you hold has value. Whether a retail, food service or childcare role, the project management, time management, teamwork and organizational skills gained from the role exceed expectations and qualify you for roles you didn’t realize you can apply for. On the flip side, the state of the economy is causing the rise of agencies. This creates new opportunities for young professionals.
Finally, it has been shown day in and day out that public relations professionals are no longer so reliant on news media. You can tell your story through other outlets. Some companies are choosing to reach target audiences by buying social media presence through celebrities and more. Know your channels and know how to leverage them.
Ultimately, traditions and trends go hand in hand. You can’t create a trend without a past tradition. It’s important to stay alert for changes in the world of public relations in years to come.
