If you read that headline and it irked you in any way, the chances are you’re a PR practitioner.
But it’s undeniable. PR is dead. Print newspapers are, as we know, in decline – and the Public Relations industry just never caught up with how the web, social media and email forever changed the way we consume news. Fancy software aside, PR is still mostly done in the same way it was in 1992.
As a method of storytelling, Public Relations is expensive, time-consuming, resource-intense and not particularly impactful compared to the multitude of other choices available to businesses these days.
Whether you invest $10k a year or $100k into your PR strategy, there’s a good chance it would yield greater results if you spent it on Inbound Marketing.
How do I know?
Because I’ve done both. My career took me from internal communications into PR, and from there to Content creation.
Part of my job has stayed the same throughout that journey: crafting core messages in a variety of different formats, from articles and advertorials to blog content, social media, and email newsletters.
The difference between the two comes in how that message is distributed. In PR, I spent inordinate amounts of money posting press releases to newswires, paying agencies to pitch with limited success and constantly trying to create new angles that would be of interest to the press.
The companies I worked with were constantly trying to work their way into publications that were deeply reluctant to give us free advertising. The media was the middle man between us and our target audience. It was a constant push and pull; winks and nods with suggestions of advertising in the future, or attempts to leverage advertising deals already in place. Pestering journalist pals for coverage. An unending stream of follow-up calls.
And even when we landed the coverage, it was tough to measure the impact it really had – how many read it, and took the action we hoped for? We would loftily claim reputation enhancement but in reality we often had little evidence to back the claim up.
As an Inbound Marketer, I don’t have to do that. I focus on creating content that’s useful to our target audience and instead of finding ways to push that content at them at my convenience, they come and find it at theirs.
It’s a much smoother exchange. We’ll blog about a topic you’re interested in and you’ll follow us on social media. We’ll give you some valuable tips and you give us your email. We send you an offer and you become a customer – and the process continues.
There’s no need for the middle man anymore. We can build stronger relationships with our target audience directly, based on personalised interactions. And we can measure our impact in minute detail, allowing us to improve every month.
PR agencies committed to retaining lucrative contracts will continue to try and convince clients of their relevance, but for all but a handful of blue-chip companies and those who need crisis communications support, Digital Content is a better investment.
PR is dead. It’s an outdated model that only worked in a world prior to social media, email marketing, web content. Media Relations needs to be radically revamped in a world where there are 6 PR people for every journalist – all desperately trying to get that elusive coverage instead of building their own relationships with their audiences.
When you do something truly newsworthy, journalists will get in touch. That’s what they do. You no longer need to spend days pestering them to publish your press release. It’s a waste of your time, and theirs.
Do you agree that PR is dead, or do think it’s an evolving art? Leave a comment.
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ABOUT KATIE HARRINGTON
Katie Harrington is a Communications and Content Creator based in Dublin, Ireland. Her e-book, Strategic Communications: The Science Behind the Art launched in November 2016. Katie has worked with global brands including Accenture, EY, Emirates Airline, and Allianz, as well as in the Irish parliament and Qatar’s semi-government oil and gas company Nakilat.