Five exciting predictions for the PR industry in 2019

The team at Target Media Directory explores five ways that the PR industry will evolve in 2019.

Before diving into the future of PR, it’s a good idea to take a look at where the industry came from. It’s a profession that thrives on tight deadlines, quick turnaround times and consistently crafting engaging content for brands. And as a PR pro, you do a little bit of everything to ensure the best possible results for your clients.

Here are our top five predictions for the world of PR:

1. Niche PR agencies will be on the rise

Many industries will need a PR pro to communicate to the media, protect their brand’s reputation and implement promotional strategies. However, terminology, practices and what’s considered to be the ‘norm’ changes from one industry to the next.

Working as a niche PR pro in a specific industry means you’ll quickly get to grips with everything that’s going on. Knowing exactly what works and what doesn’t will easily position you, or your agency, as experts in that particular field.

It’s important for brands to find an agency that has a passion for a particular field so that their PR strategy will have the added benefit of greater insights. The niche agency’s experience in their specific field will allow them to have a better understanding of the goings on in that particular industry, as well as which media would be interested – and why.

2. More and more daily tasks will become automated – if they aren’t already

It’s no secret that artificial intelligence (AI) has the potential to change the way that most industries operate. And PR is no exception. As the accessibility of these new technologies increases, it won’t be long until the PR industry gets a serious upgrade.

As a PR, you spend a large portion of your day scheduling meetings, crafting press releases, analysing data and managing your brand’s strategic insights. And in such a demanding job, humans are bound to make a few mistakes here and there.

The automation, or at the very least, assistance, of these repetitive tasks will be able to more accurately collect and collate data through the use of machine learning technology – a subset of AI. This leaves more time for you to craft creative brand solutions.

3. The definition of a ‘media contact’ will evolve to include people who don’t fit the traditional journalist profile

With the increase of fake news and unreliable sources, it’s no surprise that many consumers are now trusting ‘non-traditional’ voices for advice on brands more than they would have in the past. This will change the definition of media from ‘a journalist’ to ‘anyone that has a critical view or opinion’.

What does this mean for PR? Well, your choice of media contacts will greatly increase to include social media influencers, bloggers and vloggers, as well as industry thought leaders. Having more voices to choose from means you'll have more media relations to make and uphold.

An online media database, like Target Media Directory, will make sure that you have quick access to the publications, broadcast stations, websites and blogs you’re interested in. You can also add the contact details of any influencer, micro-blogger or thought leader that your target audience trusts to the ‘My Contacts library’.

4. PR pros are going to need to be more prepared in the face of a digital crisis

Most industries are moving towards a more digitised world, and PR is no different. Social media gives users a platform to share information quicker than ever before, meaning they can also highlight a brand’s mistake in an instant.

With the online spotlight focussing on brand credibility, it’s no surprise that PR pros need to stay on top of the conversation right from the start. And the best way to do this is to prepare for a PR crisis before it hits.

It’s up to you to make sure that your reputation management strategy snuffs out any negative coverage as soon as it starts and, more importantly, allows your brand to build credibility by admitting to mistakes and being transparent with consumers.

5. Brands will be more appreciative of PR

For brands to grow in 2019, they’ll need to make sure they remain relevant to the times. And who better to do this than a PR pro whose fundamental objective it is to build brands?

A job in the PR industry is not for the faint of heart. But fear not PR pro, because all your hard work won’t go unnoticed. As relationships with your clients grow, their understanding of the value of PR will only increase.

Your typical working day may not be from 9 to 5, but brands truly value the effort you make to improve their reputation by crafting press releases, planning and managing events and executing communication strategies.

With Target Media Directory, you’ll be able to easily source the right media for your next PR pitch. To learn more about creating a relevant and compelling press release, read our article, Five essential steps to take when planning your next PR pitch.