Top 3 PR Trends

2016-2017 Issue 1

Paule-Sharpie-1_editedBy Paule Genest, (APR) President, PGPR, Public Relations

 So what do you do?

Paule: I am in public relations.

Ah…What do you do exactly? Wait, let me tell you. Hmm, you conceal the truth, you make bad guys look good, you party all the time. And oh yes, you have great connections. I know your type. I had a brother-in-law who used to do exactly what you do.

Paule: Actually, I am a professional relator and the essence is to speak with people to build genuine relationships. In public relations, a professional will look for strategies to create and nourish quality relationships with targeted groups of people.

 

Trend #1: My heart goes out to you.

The trends are such that now organizations need and want to understand the feelings, the goals, the fears, and the dreams of their clients, as well as what makes them wildly happy. Today’s organizations are constantly seeking to better understand what makes the heart of their key publics beat. They will keep a watchful eye on traditional channels of communication and on social media so as to better learn, connect and elevate their first contacts. And the organization will want its key publics to understand what, as an organization, they are all about. That is called connecting.

 

Trend #2: People first. Products and services after.

After connecting comes listening. We both know that this kind of connection will imply a certain amount of opportunity and risk. A relationship between a client and the organization will have value only if it is genuine. Some will even refer to it as being authentic. What will truly matter is being constant in building a sustainable relationship. Make it your word. Your reputation. Be true to yourself as an organization and true to your client. As in any relationship, the only way to go is to entrust yourself to the other person. The overall experience will spring from people first, products and service will follow. The more you engage and share with each other, the more each of you prove your caring is genuine, the more you grow together. These are your steps towards building a real business relationship, even as an organization.

 

Trend #3: Putting the public back in public relations.

Listen and learn every day as social media has reinvented the way we all do business. In her book, Deirdre Breakenridge, CEO of Pure Performance Communications, mentions “a true transformation is taking place that completely redefines the role of public relations. And it fuses the best of multiple disciplines that span everything from web marketing to customer service to market analysis.”

PR professionals do help forge, take care of and develop mutually beneficial relations between an organization and its many publics. Public relations can be summed up in three little words: listening, getting it and caring. One person at a time.

I should introduce you to my brother-in-law. He may need a good PR professional…

 

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