Future challenges of the PR industry

I always believed that working in PR provides a lot of advantages. The most significant of them: the endless possibilities of self-improvement, a constant need to go beyond the comfort zone and the opportunity to meet special people, whom under other circumstances we might never have met. I have been convinced of this, when I recently got the opportunity to talk for a long time with one of these special people - Christophe Ginisty. He not only was the President of IPRA (International public relations association) last year, but also worldwide considered the guru of public relations, reputation management and social media. We discussed the future of public relations, if PR in its classic sense does not exist anymore, in his opinion, as well as whether or not PR-specialists should change, etc. It is not possible and no need to tell everything, as Christophe would say: "Listen not with your ears, but your heart, it is necessary to take the moment and emotion, not just recite the words." However, a short summary of our conversation and general reflections are posted in this paper.   Public relations are becoming social, rather than digital Over the past ten years, no doubt, the importance of digital communications has risen. However, if we consider the current situation and future prospects, a key word in public relations is not "digital" but "social". The essence of PR is to create mutually beneficial relationships, and it is a social purpose. Digital Dimension is based on instruments; however, in the public relations tools and ways are not the most important things. At least not as important as the relationship itself. People, focusing on digital Dimension, are looking in the wrong direction. Here this Chinese quote is applicable: "When the wise man points to the moon, the fool looks only at the finger." This quote exemplifies the essence of the relationship of digital communications and public relations. The task of public relations specialists is to develop social media intelligence - the ability to listen and understand. It will also serve as the basis for the development of the strategy for PR-specialists. All professionals will need to invest in a regular and accurate monitoring of conversations, extracting and processing the data that will allow them to understand the target audience and assess the effectiveness of communication. There is a need to listen to understand the nature of the company's reputation and how it is changing. How well the agency is able to listen to what they say to their audience, to a large extent determine their development. Emotions - the fuel for social networks We now live in a world that is spinning faster than ever, the flow of information never stops, and PR specialists need to be accessible and able to respond 24x7. We become members of a culture "now, all at once." We no longer have time for human dialogue, there is no time to look into each other eyes, ask how you feel, to dine with the family, etc. Sooner or later we begin to feel an emotional vacuum. We begin to perceive the e-mails as the dominant form of communication, although effective communication is primarily based on interpersonal relationships. Emotional interaction face to face is a priority. However, since people no longer have time for such an interaction, or at least, they believe that there is no time to splash emotions using social networks. Emotions become a pillar of social networks. Emotions - is what leads a man, the reason why one prefers to share any information. People do not buy products and do not share information about them if they do not feel an emotional connection with the product or brand. Emotions are information and the information is emotions. Emotions cause us to make decisions. That is why we need to trust them, to learn and analyze. In this regard, the biggest challenge for people involved in public relations is not to create or say something new in the same social media but to create an emotional relationship, emotional connection based on trust. There will be a transformation of the companies involved in public relations Signs are already visible, but soon it will be possible to observe the transformation of companies engaged in public relations. This applies especially to newcomers in the market, which would have called themselves "digital strategists", "reputation experts", "influence professionals" etc. The name is not so much important, it is more important what it reflects, opening new paradigm of public relations. "I am deeply convinced that the traditional social relations almost died, ceased to exist. This does not mean it will no longer need to create a relationship between the organization and society. Just this will be achieved by other methods. Traditional media relations, which are the main service in many agencies, will be replaced by much more sophisticated actions, where marketing and other various techniques of communication will be much more involved. The greatest value would be if PR-specialists will be able to offer customers a new, integrated approach, focusing not so much on media relations, but on reputation management and involvement of the target audience." In turn, the main pillar on which we need to focus in the communication as such, is the ability to listen, support, creativity, and dramatization of the situation or event, and, of course, speed that can play a key role.