Five exciting predictions for the PR industry in 2019

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Article by Target Media Directory on Media Update.  


Public relations is an industry that flourishes by staying on top of the latest trends and technology. So to make sure you – the PR pro – are ready for the new year, here’s a look at what 2019 has to offer.

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

Public relations is a profession that thrives on tight deadlines, quick turnaround times and the consistent creation of engaging content for clients. And, as a PR pro, you do a little bit of everything to ensure the best possible results for your clients. 

Here are Target Media Directory’s top five predictions for the world of PR in 2019: 

1. Niche PR agencies will be on the rise

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, and your agency, as experts in that particular field. 

A 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. This is why 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, more industry specific insights. 

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 increase, 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 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 faster 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, to allow 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. And the more they can truly value the effort you make to improve their reputation, the more appreciation you’ll receive for each press release, event and strategy. 

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