Updated: Nov 19, 2019
Well, in short, PR is definitely changing. In the digital age, the use of social media to reach consumers and the implementation of influencer marketing is on the rise. Influencers are everywhere, covering just about everything from product launches to restaurant openings. But, publicists haven’t gone anywhere either. There’s no question that the line between influencer and publicist is blurred.
So, we have to ask, who is more in demand and what value do each really offer?
Influencers are incredible for creating buzz and driving brand awareness. But are they driving sales? This is where influencers don't always align with a company's business goals. Many operators are falling victim to this new style of "marketing" and not focusing on the bigger picture, which is growth. "Likes" don't automatically equal growth. Every business owner and decision-maker that should first be asking themselves, "what are we trying to accomplish?" before agreeing to hire any influencer or implement any influencer marketing campaign.
Public relations is wonderful because the media has a way of legitimizing business in a way that marketing alone is unable to do. It's always incredible for employees to see the company they work for in the news; it's great for morale and businesses are known to truly step-up their service and overall guest experiences as a result. PR definitely works. There’s a reason it’s been around since the dawn of time! However, the challenge with PR is the longevity of any story. Noise is at its highest and everyone wants to be heard. PR is very similar to influencer marketing, the difference is the platforms that are being used to reach the audience, which is the customer.
So which one is right for your business? There may not be a right or wrong answer. We suggest you start by clearly defining what you are trying to accomplish. Do you want more media to know about you or do you desire a direct line to your customer? Driving awareness and ultimately increasing revenue should be the point of any outreach.
Ask questions of both professionals to see who is better aligned with your vision before committing and if it sounds too good to be true, it is. If you’re still unsure about which approach to take, give us a call. We’re always more than happy to sit down and #FigItOut with you.