Public Relations (PR) has been around since mankind’s earliest civilizations realized the importance of communicating with the public and the upkeep of a positive public image. However, since then nothing much has changed.

In my opinion, traditional PR is dead and the next phase will be Digital PR, a term that describes a service that combines digital marketing with public relations. The line between these two disciplines no longer exist as you cannot do one without the other. One cannot simply walk into a client pitch with just press kits, connections, and copywriting skills. There needs to more, much more being offered to stay relevant.

History of PR

Modern day PR as we understand it, dates to the early 20th century. There were two fathers of public relations: Ivy Lee (1877-1934) and Edward Bernays (1891-1995). Lee coined the term “public relations” and created the modern press release, which Bernays then refined. These forbearers were also to blame for the PR being guilty by association to mass propaganda.

How little present day PR agencies/agents have changed

This brief trip down memory lane serves to remind us that PR hasn’t changed after almost 2 centuries in existence. Despite the advancement in technology and mindsets, PR agencies are still fond of creating press releases. These press releases are sent out as a one-way communication tool – without taking in feedback. PR agents are still seen as spin doctors in helping spread false propaganda.

Every main advantage a PR agency had was eroded with the advent of the Internet age. PR agents were able to claim that they could write so well that journalist would just use the press release as their editorial copy. Today, there are artificial intelligence writing bots at Automatedinsights.com who can churn out a thousand insightful reports a day for media outlets like Reuters. Many would argue that the “little black book” that allowed PR agents exclusive access to the top journalists kept them relevant. Yet, nowadays, contact details of almost all journalists are available on databases such as Muckrack.com. Alternatively, anyone can use social media or find public email address to feed journalists exclusives or tips.

Agencies win business based on how many inches of columns achieved, sentiment of the coverage and media value saved. Yet in the cutthroat world of numbers, it matters little. Such matrixes do not add to the bottom line of any business.

PR in a digital world requires a much wider understanding of marketing

Digital PR is mixing traditional PR with content marketing, social media and SEO: changing staid news into in-depth conversations with your target audience online directly. Successful PR campaigns should also be able to show a marked increase in the client’s key performance indicators.

News can be relayed wider, quicker, and more directly than ever before. Instead of just seeking for a single placement, one piece of news can be shared exponentially.

Content marketing is retooling existing content like press releases into new content. Extend the lifespan of a press release by turning it into a Slideshare presentation, a blog post, an Opinion Editorial, a Pinterest infographic, a LinkedIn news update, and etc.Utilize social media to share, share, and share. Content can be fed to multiple sources. Instead of just using the business wire, the press release can be adapted into a casual blog post / Facebook update that connects with to a real audience. This can be a better platform for two-way communication between the brand and the users. Commit to SEO (search engine optimization). It’s a quintessential marketing skill for PR practitioners in the digital age. Increase the accuracy of your content finding its real target audience by integrating search keywords. Do keyword research to see the trends of readers so to better improve the readership of your press releases.

When you are able to do all three, PR will get in direct contact with the clients’ consumers. This way, there will be a call-to-action to directly showcase the impact campaigns have. It can be measured in engagement rates, brand recall, sales volumes, and more. So it is now much easier to defend the PR budget than ever before.

Stay ahead of the curve by acquiring critical future skills

By adopting a wider view of what PR is supposed to be and supposed to deliver is a good start. The good news is that there are plenty of online avenues where PR agents can learn content marketing, social media and SEO skills to keep up with the digital marketing wave.

The true challenge is not just following trends but it is to spot the next one before everyone does. Here are the 4 skills that I believe will be essential in the coming years for PR agencies and agents.

1. A deep understanding of traditional, digital and business analytics

We all have a superficial understanding of Facebook Insights, Google Analytics and other platforms. The goal is be the one who can translate the data into actionable items.

2. Produce reports that the clients comprehends

Similar to the skillset above, this is the ability to dumb-down the complex data yet still deliver an impact. Few people have the ability to create presentations that the client can have a handle on and implement.

3. Managing and working well with virtual teams

For a mobile society that’s always on the go, virtual work environments are more commonplace than ever. Understanding ideal workflows, the best collaborative / communications tools, and using them well will become crucial. Especially when your team is working remotely around the world and clock.

4. Identifying and collaborating with influencers

Many have trouble understanding platforms such as Instagram and Snapchat – yet they cannot be ignored due to their sheer size. Instead of building a fan base from scratch, get to using influencer outreach. It isn’t easy finding the right one who believes in the clients’ brands and able to help them achieve results.

In the Internet age, traditionally large PR agencies are getting phased out due rapid technological changes. Yet they are still stoically offering the same solutions with agents boasting the same skillsets. In this impending fallout, nimbler boutique firms and practitioners that embrace the next evolution of PR will rise up to dominate.