5 Challenges for Public Relations Facing the Digital World

01 August 2022 | PR

With the emergence of innovations in the digital world, public relations experts have changed their ways of creating efficient communication strategies for brands.

Over the years and with the arrival of new media, which is more agile every minute but also much more focused, it is necessary to adapt. So, what are some of the challenges facing the new decade?

1. You Can't Go without Digital Platforms

According to CISCO, this year there will be 50 billion connected electronic devices. This data shows that nowadays it is impossible to not focus on our public relations strategies towards the new communication platforms. For several years, it has been the most efficient way to achieve greater scope and to create stronger networks that reach our potential customers directly. It is impossible to ignore the world of social networks when we actually use them for more than 30 hours a month.

2. Closer to Digital Marketing but not Far from Social Events

Yes, digital marketing has been an increasing trend in the field of communication strategies; however, it is important to evaluate other offline strategies custom-made for each brand. Adopting new technologies does not imply leaving aside other forms of communication that allow you to connect with target audiences. This may be the case of social events, one of the most efficient options to achieve specific objectives, such as creating strong bond with the brands, hence gaining greater credibility. Instead of forgetting about them, we must rethink the importance of social events in public relations and enrich them with digital spreading.

3. Bet on Quality Content

The content that generates leads must begin revising the objectives sought. Instead of generating content in an accelerated and improvised form, it is necessary to analyze the value it has for the audience it is intended for. Quality is better than quantity. The digital world works at high speed, so if we want our audience to stop and take a look at our content, we need to capture their attention during the first few seconds. How? Study your audience, know their needs and start from there.

4. Work on Brands Trust and Credibility

Digital platforms bring many advantages, but they also have major disadvantages: a broader competition. Consumers get to see thousands of contents that seek to get their attention, so their choice will be based on the reliability that brands offer. Capturing our target audience is the first step to achieve sales, so having a comprehensive communication strategy ーsuch as the one public relations can createー results in a competitive advantage, as it offers the consumer confidence and reliability.

5. Quantify to Evaluate and Act

Thinking that implementing communication strategies is the end of work for any brand is a mistake. One of the most important tasks of public relations and marketing is measuring effective results, since the speed of the digital world demands constantly evaluating and changing strategies. The great advantage of working with digital platforms is that there are many effective ways to measure results according to the objectives set. Simply translate them into an language easy to interpret because, in the end, the most important results are the ones that are quantifiable.