“Come mothers and fathers
Throughout the land
And don't criticize
What you can't understand;
Your sons and your daughters
Are beyond your command.
Your old road is rapidly agin’;
Please get out of the new one
If you can't lend your hand;
For the times they are a-changin'...
“The line it is drawn,
The curse it is cast,
The slow one now
Will later be fast,
As the present now
Will later be past,
And the first one now
Will later be last,
For the times they are a-changin.'”
“The Times They Are A Changin’”
Bob Dylan
As musical poet Bob Dylan prophesied in his iconic soundtrack of the 1960s, “The Times They Are A Changin,’” the public relations landscape has practically transformed since the industry’s formation shortly after World War I. Since then, technology has shifted every aspect of the field, from the proliferation of multiple media platforms, tools and resources to the way we relate to editors and producers and conduct business with clients.
Considering such rapid development of myriad changes across so many fronts is perhaps unprecedented in communications, so seeking to adapt to the ever-evolving market is essential to remaining relevant. When PR professionals embrace new innovations, they can more poignantly portray their client’s messages.
High Touch Vs. High Tech
In the first two decades since starting my career in the mid-1970s, the only way to disseminate clients’ messages to reporters was by physically mailing a press kit or news release (and later by sending a fax). Because of the labor-intensiveness and delivery time these methods required, news was reported hours or even days after it actually occurred. Additionally, focusing on press relations was paramount – building professional relationships by spending time together in-person, via phone conversations or through written correspondence.
While those avenues still remain, technology has since led to faster and more efficient communications. Thanks to social media and available online platforms, such as LinkedIn, today we can get to know reporters on a more personal level, including background on their schooling, families, coverage preferences and even the stories on which they are working. Further, we can deliver client news with the touch of a button - the moment it happens - by emailing, tweeting or DMing a reporter for whom it is in their wheelhouse.
The greater accessibility allowed through the digital revolution is no doubt beneficial, allowing us to connect with individuals from around the world at any time and secure connections that would not have otherwise been possible. However, effective PR professionals need to be disciplined to maintain balance, and never leverage the high tech to replace the value of remaining high touch with media gatekeepers.
Rather, it is still crucial to preserve, prioritize and integrate human connection, rather than merely replacing it with virtual communications and correspondence. By its very nature, PR is a relationship-oriented field, and no matter how technology progresses, the need to facilitate relational connections beyond the digital will never become obsolete.
At the end of the day, it is easy to become enamored with emerging technology. But using a biblical metaphor, they are merely “new wineskins” for packaging and disseminating the message.
The Media’s Role
At one point in time, audiences relied on three news networks to become aware of current events, watch interviews or view political debates. While FOX, CNN and the big three television networks still maintain influence, less traditional broadcast mediums, including YouTube live and Instagram live, very often accrue more viewers than traditional television media.
Additionally, blogs and podcasts, which were not so long ago seen as less legitimate forms of media, now are among the most popular and influential means of sharing and learning information. Prior to the recent coronavirus lockdown, remote interviews via Zoom were not taken seriously, but are now considered equally legitimate, as entire network shows, including music specials and late night television, are all done remotely by individuals sheltering in place while working from home.
The rise of niche outlets has created a shift in the relationship between media and PR. The middle man hasn’t been removed, but instead has taken on a new role. Now, large traditional media are not the only options for communicating one’s message, although they are still critical for reaching certain audiences. While podcasts, personal blogs and other less traditional outlets may attract a smaller and more specific viewership, these audiences can generate even more impact for certain causes.
The old PR axiom, “The largest amount of people focused on the smallest point of agreement produces the greatest impact,” becomes more true as technology progresses, which has allowed mainstream and non-traditional media to take on new roles that in many ways help PR professionals to achieve optimal influence and results.
Intergenerational Audiences
While not specifically particular to communications, the PR industry is uniquely affected by the large intergenerational mixture in the modern workplace. At A. Larry Ross Communications, our leadership and team represent four generations – from Gen Z to Boomers. Those of us who have been in the field long enough remember how things used to be but are “digital immigrants,” understand and bring added value to more traditional, yet still effective approaches, such as creating in-person connections.
On the other hand, our Millennial and Gen Z colleagues are “digital natives” who entered the workforce with an existing understanding of the benefits of digital media. The result of having so many generations represented in the modern PR landscape is a more diverse understanding of communications overall. These different perspectives and combined experiences can create holistic messages that more accurately speak to different and diverse audiences.
In the context of what Bob Dylan opined years ago, “...as the present now will later be past, the order is rapidly fadin’...for the times they are a-changin,'” one of the exciting aspects of working in PR is its ever-changing nature. There are always innovative ideas cropping up that can be used to convey a client’s message and impact audiences.
The key to maximizing every new opportunity is to evolve with the technology landscape rather than attempting to function in spite of it. Recognizing the many benefits that have been introduced through the new media and technology, we can more effectively connect our message with those who need to hear it.
What small adaptations can you incorporate that could have a significant impact on your clients and their audiences?
By A. Larry Ross, founder & CEO of A. Larry Ross Communications as part of the June, “a word from our founder,” blog series.