What does the changing media landscape mean to the PR industry?

28 July 2014 by Lucie Chilton in General

What does the changing media landscape mean to the PR industry? In today’s inherently mobile society, it’s no surprise that mobile technology and online news sources are overtaking traditional media consumption.

The way in which people consume information is changing. We all have a need for instant gratification, and a desire to have the latest news at a click of a button. With virtually all of us carrying some kind of mobile recording device on our person at all times, it is likely that someone will always be there to capture the headline making event on camera. This has lead to a greater thirst for video based news content to either supplement or replace the written word.

Ofcom’s annual News Consumption study shows that 41% of the population use the internet to keep up to date on current affairs, with it becoming the fastest-growing medium and overtaking newspapers for the first time, while 40% remain loyal to the conventional paper format.

So, what does this mean for the future of PR activity?

As PR people, we must always be alert and up to date on the ever-changing digital landscape; social media and blogging have proven to be effective tools for story distribution and two-way communication. But will we always have use for a newspaper?

We argue yes…or for now at least. We may have lost the younger generations to smart phone, tablet technology, but there is still a loyal following of people who will always pick up their newspaper on a daily basis. As long as these people continue doing this, there will be a platform to be utilised. The press release is still a fundamental part of PR activity for story telling and is not dead yet!  

However, there is no denying that a growing proportion of PR activity will be focused online. Blogging sites, social and online media, simply provide a wider platform to deliver your message and an even greater chance for your story to get heard.
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