digital public relations

As the media industry continues to shift, the world of Public Relations is moving as well. Digital communication, the nearly universal use of the Internet, and the fast-growing dedication to social media and podcasting as news consumption venues are combining to transform how we create and distribute messages and measure the impact of narratives.

That’s not to say public relations as a whole is changing dramatically. The tools are different, but the principles are steadfast: people still want to communicate, and they still want to present a specific message to a specific group. Brands still need to represent concepts and ideas that increase consumer appreciation and decrease the potential for creating drama or crises.

That said, the way people consumer content is definitely shifting. People have been saying “print is dead” for some time now. While there’s no doubt there’s been a shift, that pronouncement continues to be proven premature. There will come a time when print is a less-viable business model, but it’s not now… at least not yet. Print publications still have massive power and influence, although the smart ones are crafting a robust online presence as well.

And it’s no longer good enough to just have a website. You need a robust and multilayered online environment, an engine that creates experience and relationship. That’s why video marketing and podcasting have become so popular.

Video and audio media have the benefit of feeling more relational, sometimes more personal, and options like Facetime, livestreaming or other forms of “real time” interactive marketing not only allow for but encourage deeper audience participation.

This shift in available tools has also created some interesting new opportunities. PR pitches are more focused on specific groups, rather than ‘big tent’ messaging. Sure, you can have a central idea or message, but you are often better served to have several versions of that central message all geared toward a specific group. This specificity is both driven and encouraged by online marketing options.

As information crunching computers and big data machines get “smarter” and more precise, more able to process greater and more diverse amounts of information, the opportunity to refine your audience will continue to increase.

But your pace will likely need to increase as well. These days your messaging has to be quick and nimble, as well as diverse and targeted. Clients are expecting faster results and consumers are looking for real-time conversations. The pace of the entire industry has increased… and all indicators point to that pace continuing to move even faster in the future. Just as the 24-hour news cycle changed media consumption habits and expectations, the speed of and access to stories will change the way PR companies successfully interact with their audience.


Discover more from Ronn Torossian

Ronn Torossian Speaker Profile on All American Speakers
Ronn Torossian’s Contributions to Website Magazine
Ronn Torossian’s Professional Profile on Muck Rack
Ronn Torossian’s Contributions on PR News Online
Ronn Torossian’s Twitter Profile

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.