Back in the 80’s and 90’s the term Public Relations (PR)
representative’s job was limited to addressing the negative press and
portraying a well-to-do and positive image of the employer at the right time
and through the right media channels. Their strategies included mass- produced
and delivered press releases to journalists in order to pitch stories. These
stories included stuff exclusively focused on the benefits of clients and
brands rather than talking about the needs of target audiences.
From Crisis
Handling to Image Creation
The gamut of PR is vast as well as versatile and it
incorporates a diverse range of marketing and branding activities; from crisis
management to image development of brand/personal brand. The PR professionals
in the past were putting on their best efforts on the tables, but still there
remained a gap between the interest of brands and that of probable consumers
and end readers. This further resulted in a strained relationship between the
PR practices and what it is expected by the audiences today.
The Changing
Paradigm
Trends in PR are evolving with time and have now developed
into a field that best suits the needs of the tech-savvy and fast-paced digital
age. It’s now becoming a practice in PR
companies to deliver trustworthy and best possible stories in time. With
the available digital tools, the PR companies have added a new dimension to the
way of delivering a message of the brands to the media outlets. With the
audio-visual and live reporting mediums, the message understandability and its
delivery both have become a much easier task to achieve thus, providing time to
the PR professionals to do the other more important things of the industry.
Innovations
Unplugged
Technology, especially the digital technology is the
reviving force for PR industry all over the world. The industry that was taking
on a tough competition with the rich and glamorous advertising industry is now
playing a pivotal role for brands in their growth and development. For startups
businesses in cities like Delhi, Mumbai, Bangalore, Gurgaon, there are many
professional PR agencies which are catering every small and big need of the
companies pertaining to marketing, branding, social media and brand promotion.
These PR agencies ensure 100 percent success and deliver customized solutions
for maximum coverage in both traditional and digital media landscapes.
Today, every reputed company is decreasing advertising
budget and investing the same amount for the other profitable ventures. They
understand the worth of PR and are satisfied with the results that once seem
difficult with extraordinarily expensive advertising.
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