What is the current profile for public relations?

26 September 2022 | PR

We are social beings, our entire civilization, its progress (or imbalance) is based on that, since each particular action has repercussions on society.

In the Public Relations (PR) world we are very clear about this responsibility: we do not only represent a person but an entire brand, an organization that has a greater scope and impact.

But PR is not the same as it was a few decades ago. Times have changed, and that is why we outline the traits for the professional PR in 2023.

What is the importance of public relations?

PR is a set of practices to optimize communication between a brand and its public. You may be wondering, is it the same as marketing? The answer is no. While marketing is focused on generating purchase interest by highlighting products, PR is responsible for connecting with the public from the very core of the brand.

However, although marketing and PR are two different areas, it is really helpful for a brand that they work together, joining forces and lining up actions towards general objectives. They depend and complement each other when creating strategies and communicating them.

Understanding PR in the midst of 2022 is being aware that there are no products that sell effortlessly without a well-defined brand supporting them in the minds of consumers. The brand image or corporate image is fundamental today and the PRs are in charge of defining it, transmitting it and sustaining it successfully.

The relationship between the public and companies has changed a lot in the last decade thanks to technology and instant messaging. In other words, the internet has changed everything, but it also has to do with the new generations, much more aware of social and environmental needs, which makes them connect with a brand an its values before making a purchase.

The means that PR professionals are key for company growth in an increasingly competitive and innovative market. The challenge is on the human side and staying in people’s minds. A task that only assertive and strategic communication professionals can achieve.

What does a public relations professional should look like in 2023?

• Understands that communication, oral and written, is its main tool.

• Knows the specific customer behaviors of their target audience.

• Talks about the best features of the brand with agility.

• Tells stories that connect with people from emotion and values.

• Is aware of the most influential circle of the niche to which their brand belongs.

• Constantly updates about the media landscape and its evolution, to recognize trends in radio, TV, newspapers and magazines, digital media, social networks and whatever else emerges, like podcasts.

• Is aware of the trending topics so they know what to communicate and how.

• Is constantly informed about the international and local events. This way they can identify short-term opportunities, but also potential crises that may affect their alliances.

• Can go from the offline to the online worlds with ease.

• Is analytic because of its interest in knowing what is changing and how to adapt.

• Maintains close contact with the media, journalists and influential people.

• Knows perfectly what the values of the brand are, what makes it unique and is motivated by the core business.

• Encourages that good communication practices are also applied internally.

Unite people and create networks

PR professionals maintain the most human sense of the market, unite people and create networks where the benefits are mutual. For these reasons, it is vital to have professionals who can lead a brand’s corporate image and social media successfully.

Kaleidoscopio has a passionate and professional team that is very clear about the impact this has on business growth.