The PR landscape is changing at speed, and brands are under pressure to not only stay visible, but remain credible. We’ve explored what this means for modern PR, and how digital first behaviour has changed the way stories are told, and how audiences consume them.
The changing landscape
Brands are fighting for attention. PR professionals are fighting for the media’s, and in the middle, the rules of communication have changed.
The way we find, consume and trust news has seen a huge shift over the last few years. The news cycle is faster, more saturated and more amplified than ever before. There are more channels, more formats and as a result, more audiences to consider.
So what’s driving this change?
The huge shift from traditional PR to real time, digital first storytelling has transformed the way brands communicate. Today’s media landscape demands agility, immediacy and beyond all else, relevancy.
Brands need to be present in the here and now, joining in on conversations that are relevant to them, across multiple channels, simultaneously. The growing number of platforms mean we’re consuming news from multiple sources, at different times of the days and expecting authenticity.
Meanwhile, the decline in print media, and shrinking traditional publishers means attention has further shifted online, where the market is increasingly saturated and every brand (large or small) are competing for the same attention.
For PR, this means our focus needs to centre around stories which connect, spark conversations and demand attention in an always on, digital world.
Keeping up with social
Credit: Pexels, Cottonbro Studio
Social media is a go-to source for news and information for millions; it’s addictive and immediate. However for brands, the landscape is relentless, and it’s harder than ever to beat the algorithms and retain the attention of audiences.
The fast paced nature of social media, means that while a moment can go viral in a matter of hours, you’ll also see crises unfolding daily, and misinformation spreading faster than it can be corrected.
There’s been a huge rise in influencers and digital activists adding to the online noise. TikTok particularly, a platform which started as a viral short form content platform, has now become a primary news source for younger generations where they can find advice on everything from the best places to eat and drink, to financial and investment advice.
All of a sudden, anyone with a smartphone can now be a publisher, with the traditional gatekeepers (journalists and editors) removed from the equation, and as a result, we’re seeing a reduction in trust.
The trust crisis
With an overwhelming amount of news and information available, and some news publishers allowing for self-uploads of news articles, we’re experiencing a crisis of credibility, and brands need to work harder to be trusted. Consumers create circles of trust online, of peers and niche communities, and to tap into this, brands need to prioritise authenticity.
What do audiences want?
People are seeking authenticity and brands need to align with their values to truly resonate. Content remains king, but saturation makes engagement much harder to achieve. We’re in an age of doomscrolling, with Silent Swipers absorbing content and moving on without any engagement.
Consider:
- A two way dialogue, listening to and joining in with your audiences, not just preaching
- A shift in formats, visuals and channel placements, to capture your audiences attention
- Proving your point with data and insight for added trust
- Getting third party endorsements from influencers and media to add authenticity
How can brands rise to the challenge?
At Hatch, we prioritise storytelling over statements, narratives stick, jargon doesn’t. Our Supercharged Storytelling approach, rooted on creative PR storytelling, allows us to create campaigns which effortlessly deliver across multiple channels, combining traditional, digital, social, content and experiential.
PR in today’s landscape relies and speed and accuracy, with creativity and credibility at the heart. Stories can develop in minutes, not days, and for brands the challenge is to stay visible and relevant, without sacrificing your brand voice and consumer trust.
The most impactful brands are leveraging insight, gathering information from a multitude of tools and sources from media tools to social listening to guide strategies. Brands need to act quickly, and identify both opportunity and risk early, considering not just the message but the best platform for delivery.
If you want to find out more about our Supercharged Storytelling, and speak to our PR experts reach out at hello@hatch.group
We delivered this topic on the Leeds Digital Festival stage this year, hosted by Alex Halls, Associate Creative Director, Lucie Szalma, Associate Client Delivery Director and Tobias Rawcliffe, Head of Growth
We also delivered a second talk on all things insight, check out our blog on Turning Insight Into Campaigns That Cut Through for an in depth look at the audience data you could be missing.
