Quotes About PR

PR is not an elitist industry. Rather, it is an industry for the people it is supposed to reach. If it needs to reach a working class demographic, then PR experts would have to speak their language and know how to speak to them in the most effective manner.

Regardless of what is done in the wider communications industry, PR will always be linked to content creation. And that content remains textual, first and foremost.

Some PR professionals have been slow to grasp the scope of the paradigm shift brought by the social media revolution in our industry. Many who have grasped it have been slow to keep up-to-date with it.

The main feature and top advantage of social media, which has made it such a powerful instrument in the hands of PR experts, is the ability to share - and especially the intriguing possibility of seeing your post go viral. In that case, your post is so catchy and contagiuos that it spreads like an epidemic and can consequently become a pandemic.

The one-time ubiquitous emblem of classic PR, the press release, has technically been dead for a while now. To be a bit more precise, His Majesty the Press Release has been dying - a relatively slow death, but a death, nonetheless. And there is no coming back. Now we are in the afterlife, thanks to the social media revolution.

The perception of PR agencies as editorial teams in the years of social media revolution is all the more relevant given that traditional media are no longer just endangered species, but are actually going extinct.

The perception of the PR expert as a creative liar is going to die over the next few years. It will dissolve as a notion in the public mindset, because liars simply cannot exist in modern PR life.

There are other classic PR instruments - press conferences, media meetings, business brunches, business conferences, etc. All those are now replaced by posts on social media, and occasionally still by personal meetings with journalists.

Therefore, it makes no sense for advertising to even compete with PR, because advertising is not competitive anymore. PR`s edge clearly rests on creative and strategic services.

This new world of total transparency and the previously unimaginable abundance of data is the level playing field in which only true PR professionals really stand out based on how they can position a client's message in the most efficient and beneficial way.

To a great extent, the PR experts need to know the target consumer, their traits, media consumption habits, preferences, everything.

Today, the PR business is 100 percent measurable. You can demonstrate with utmost accuracy who read what, when they read it, what gender they are, what education they have, what country they are from - we have all kinds of data to the smallest detail. That, too, is related to the transparency of our business.

Visuals are becoming an inseparable part of our work as PR experts. Yet at the end of the day, we, the PR experts, are the people who manage content. We are the masters of content, whether it's textual or visual.

We in the PR industry now hold in our hands new tools for announcing news - and those tools are beyond exciting! These new tools are faster, more reliable, and - what probably matters most - they are interactive.

We, the PR consultants, have in essence turned from consultants into decision-makers, because now decisions have to be made instantaneously. Just because of that one change, the PR business is totally different from what it used to be.