My vision for Public Relations would be a more complex, advanced digital version of what we are seeing small glimpses of now. Traditional media has not died, however, it has evolved using digital platforms to advance its messaging. This is a perfect example of traditional media outlets needing to adapt to the culture which is largely digitally focused.

Some of the trends that we’re seeing is a shift from solely working through traditional media platforms (radio, television and print) for media pitching to refocusing attention to the digital versions of these media outlets for enhanced outreach efforts and seeing significant success as well as impact in engagement.

Social Media plays a huge role in this as a major component for word of mouth and reputation management in the digital world. While it’s often coupled with general marketing, it very much serves a tool for PR professionals as it offers a platform for communication to a wider audience, similar to the ways that traditional media communicates to the masses.

While the mediums may change due to advances in technology and digital communications, the need for Public Relations will continue to be relevant and help to effectively communicate messages for a greater audience in professional manner.

Brandi Sims

Founder + CEO, Brandinc PR