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Branding · Published August 9, 2016

Leigh Ann Ambrosi
Managing Partner & EVP, Consumer Lifestyle

The Changing Face of the Public Relations Agency

new public relations strategies for modern businesses
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Traditional public relations was perhaps much easier than digital PR in the modern age. PR specialists wrote press releases, made connections and fought for placement in prestigious publications for their clients. However, with the growth of content marketing and online consumption, the face of public relations changed forever. Rather than just seeking placement alongside other content – like in the case of television and newspaper ads – brands and their PR specialists must now make their own content and market it to the public.

Content is King

The phrase “content is king” has reverberated through both public relations and marketing for some time now. As consumers increasingly give up newspapers and cable TV, brands turn to making their own content to attract their target market. This means putting out content and telling stories consumers actually want to see and hear, without blatantly blasting them with features, specifications, pricing and appeals to buy. Consumers are no longer interested in getting information from press releases and other formal announcements. Why should they when they can turn to social media to get that same scoop instead, and in a story format?

Digital PR

As a result, digital public relations emerged – forcing brands and their PR experts to take their business online. Whether through interactive websites or fun personalities representing their social media pages, brands try to make communication more fun and appealing. This switch to content marketing compelled public relations to integrate marketing and human resources activities into the practice. As a result, PR specialists are now involved in training executives, working on television ads, writing content to submit on major websites and communicating with fans on social media. Even the president – and presidential candidates – need an active social media presence and an impressive following.

Technological Advances

Technology also continually changes the face of public relations. A company could build a presence on one social media platform, only to have it lose popularity and then need to build that presence elsewhere. For instance, MySpace has become a dinosaur of social media, thanks to Facebook. And Facebook now faces serious competition from Snapchat and Twitter. As new platforms emerge, practitioners must learn how to adapt their content to work best with different outlets. For instance, 1000-word editorials are not for Instagram and LinkedIn is not the best outlet for casual selfies team members may have taken with their favorite clients.

Non-Celebrity Influencers

In the past, many brands tried to get top celebrities to participate in ads or endorse their products to give them a boost. However, increasingly, consumers turn to bloggers and other influencers in certain niches for their information or entertainment. In comparison to celebrity endorsers, influencers are easier to find and less expensive to work with. They also tend to have a stronger engagement rate since they have better relationships with their 200,000 fans than celebrities have with their millions. As a result, brands like Subaru use them to connect with their fan base, bringing them great success. The strength of public relations lies in its ability to adapt and change. For this reason, there is no telling what PR may look like ten years from now, or even what it might look like tomorrow.  
Leigh Ann Ambrosi

Written by

Leigh Ann Ambrosi

Leigh Ann Ambrosi leads the Consumer Lifestyle division at 5W. With over 25 years of experience, she is a seasoned expert in brand development, publicity, and media relations. Whether shaping strategy, restructuring workflow, handling multiple clients or managing budgets big or small, she effects change with a constant eye towards producing results. Prior to joining the 5W team, Leigh Ann was Executive Vice President, and Chief Administrative Officer at Magrino Public Relations for over nine years. While at Magrino, she oversaw the Consumer and Food, Wine, & Spirits divisions, and managed the operations of the agency. She was responsible for signing new clients, strengthening existing client relationships and programs, and providing oversight for brands including Martha Stewart, Hunter Douglas, SCOUT, The Ranch, Vaughan, Flybird Cocktails, and Horse Soldier Bourbon, among others. Her passion for her work is paramount, which positions her as a strong mentor to junior staff, inspiring them to a higher level of performance. One of her many accomplishments previous to her agency work include a career in book publishing publicity and marketing, where she created multi-platform marketing campaigns that encompassed advertising, events, social media, buzz marketing stunts, publicity, brand building, and strategic partnerships. During her tenure in publishing, she helped to build the brands for authors including Mario Batali, Deepak Chopra, Jillian Michaels, Tyler Florence, Haylie Pomroy and more. Leigh Ann holds a degree in Mass Communications, with a minor in Journalism, from the University of Massachusetts, Amherst. She lives with her two kids in Maplewood, NJ

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Tags

  • pr strategy
  • 5wpr
  • branding
  • Public Relations
  • strategy
  • trends

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