Que faites-vous si vos stratégies de relations publiques deviennent obsolètes ?

All too often we overreact by eliminating the once tried-and-true tools of our trade for the new and flashy. A perfect example was the recent push to drop the use of the press (or news) release because it was perceived by some as an outdated mode of communication. But several in the industry argued that with some fine tuning and a “fresh coat of paint,” the press release could be given new life and enhanced purpose. That’s smart. True, as the PR profession advances, some practices or tools need to be dropped (e.g., media value based on news coverage). But before you throw the baby out with the proverbial bath water, consider innovative ways to enhance and repurpose tried and true tools of the trade. You may find what’s old is new again!

Right on Professor Marc! Every line of work should welcome innovation. However, abandoning all aged, yet still very effective means of achieving one's objectives and purposes labels the perpetrator a wasteful fool.

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In the dynamic world of Public Relations (PR), strategies can become outdated. Here’s how to rejuvenate them: a) Audit: Evaluate your current strategies to identify what’s working and what’s not. b) Research: Stay updated with industry trends and competitor strategies. c) Innovate: Embrace new tools and technologies to reach your audience effectively. d) Engage: Foster two-way communication with your audience for better understanding. e) Adapt: Be flexible and ready to modify your strategies as per changing scenarios. The key to successful PR lies in continuous learning and adaptation. Embrace change, stay relevant, and keep your PR strategies fresh and effective.

- Embrace digital channels for broader reach - Utilize data analytics for actionable insights - Foster authentic engagement with audience - Stay agile and adapt to evolving trends

I've been a public relations professional for 40 years. There is no way I could continue winning clients and accomplishing goals without staying current. Adopting new technology quickly allows us to stay current and advise clients and colleagues on how to blend the new with the fundamentals of our practice. Another evolving element is motivation. Generational differences can't be overlooked or underestimated. Many forces have shaped us along the way, and communicators must be fully tuned in to understand the nuances as well as the sweeping changes that impact how audiences perceive and process information and what motivates us to change (or not). Staying current is what keeps this career path intriguing and challenging year after year.

In the ever-evolving landscape of public relations, keeping pace with the latest trends and technologies is non-negotiable. As a PR professional, continuous learning and adaptation are your greatest assets. It's imperative to stay attuned to the platforms and channels your audience frequents, whether it's social media, niche forums, or emerging digital spaces. Embrace the power of influencer partnerships to amplify your message and leverage multimedia content to captivate and engage your audience. By embracing innovation and remaining agile, you can ensure your strategies remain relevant and impactful in today's dynamic PR landscape.

D'abord s'en assurer avec des instruments fiables et non en se fondant sur une simple perception. Si prouvé. Revoir l'ensemble de son schéma pour identifier le niveau d'obslolescence. Identifier l'ensemble des instruments fragiles et inefficaces pour l'atteinte de l'objectif fixé. Les suppléer de manière méthodique et pédagogique en partant du maillon le plus faible, jusqu'au remplacement total du dispositif défectueux. Évaluer la cohérence d'ensemble. Les technologies peuvent aider à faire face, surtout l'IA. Néanmoins, parfois, certains outils laissent des marges d'erreurs capitales et grosses. Il faut toujours au début d' une campagne de RP définir en même temps, les outils de suivi correct pour prévenir des niveaux de défaillance.

You absolutely need to learn as much as you can about AI and how to leverage for PR in a mindful / responsible way. Peter Shankman [founder of HARO] has great courses on some tech tools as well as Michael Smart. Also, LinkedIn offers tons of great courses [free!] as well. It's changing week to week so just keep subscribing to the latest AI newsletters which offer tons of free tools to test for image creation, editing, video creation and so much more that you can leverage for PR.

Assess whether your current communication channels are effective and reaching your target audiences. If not, identify how, where and when to engage them.

If your public relations strategies are becoming outdated, it's time to engage more with industry trends, emerging technologies, and audience preferences. Stay proactive by attending conferences, webinars, and networking events to learn from experts and peers. Embrace digital platforms and social media to expand your reach and engagement. Foster collaboration within your team to brainstorm fresh ideas and innovative approaches. Invest in continuous learning and professional development to keep your skills sharp and relevant. By staying adaptable and open-minded, you can revitalize your PR strategies and stay ahead in a rapidly evolving landscape.

Engagement and relationship building is a top priority in PR. You should always be tracking the reporters you are working to build relationships with, comment and offer interesting tidbits of info and trends ahead of the curve with no pressure for them to write. Also, LinkedIn has great engagement tools where you can post short videos and reels to engage people - I have tons of examples on my profile. The newsletter feature that's now widely offered on LinkedIn is another great way to cross promote and amplify your news and stories.

Measuring results is different for each company. You should from the very beginning establish what success looks like by applying realistic metrics. Once the metrics are identified, establish a baseline and include updates each week that measure the status of attaining the metrics and goals. For each campaign and account, success is defined differently and so measure what’s most important to you. Establish quarterly goals and use a weekly dashboard to measure progress toward these goals. In this way, if a campaign, pitch or content idea is not yielding the desired effect, you can augment efforts or change courses to ensure you hit your mark.

Updating outdated public relations strategies involves a systematic approach rooted in research and analysis. Begin by conducting a comprehensive audit of your current PR tactics, assessing their effectiveness and alignment with industry trends. Utilize data analytics tools to gather insights into audience behavior, sentiment analysis, and emerging communication channels. Based on this data-driven analysis, develop a strategy that integrates contemporary PR techniques such as content marketing, social media engagement, influencer collaborations, and interactive storytelling. Continuously monitor and measure the performance of these strategies using key performance indicators to ensure their efficacy and make iterative adjustments as needed.

This is a great thread that I noticed through my PR colleague Marc Whitt’s response. A PR pro is nothing if not flexible! It is the nature of our business. Thinking on our feet in real time and adapting to crisis scenarios as they come at us is imperative. Having a good communications plan in place for our clients is a great foundation. As General Eisenhower famously said, “plans are worthless but planning is everything.”

Speed is everything in a crisis. Now, that doesn't mean you need to react abruptly to every headline or media inquiry (you dont want to make a situation worse than it already is), but it does mean keeping a close eye on the sentiment that is out there around you and your organization.

See what others are currently doing. Read about the recent trends and even consider mixing it up. There is always an opportunity to improve the way things are done and what can we accomplish in our careers. Its about evolving and looking for other alternatives, inspiration is something we can all achieve and look forward to if we know which are the correct places to look it up.

Las relaciones públicas deben estar basadas en una estrategia de comunicación dinámica y que se va ajustando tanto al contexto como a las herramientas y a las necesidades de la audiencia. Muy importante evaluar los resultados, siempre teniendo en cuenta el objetivo tanto a mediano como a largo plazos.

If your public relations strategies are becoming outdated, it's time to refresh your approach. Start by researching current trends in PR, assess your target audience's preferences, and consider incorporating new platforms or technologies into your strategy. Also, it's important not to hesitate to seek advice from PR professionals or attend workshops to stay up-to-date with industry best practices.