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The public relations and marketing industries are changing so fast that sometimes it feels impossible to keep up with. Our leadership team has taken the time to reflect on the changes they've seen since starting in this business, and offer a few predictions for what public relations and marketing will look like moving forward.
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The New Era of PRTHOUGHTS ON THE FUTURE OF PUBLIC RELATIONS
The cultural shift If sales is a numbers game, marketing’s already joined it.
It’s a major cultural shift, and it’s prompting CEOs and VCs from the South Bay to Boston to complain that great VPs of marketing are impossible to find.
- Amy Bermar, president
Over a decade of change
“So much has changed in the 14 years I’ve worked in PR.
Impact and influence have replaced impressions as acceptable and expected forms of measurement.
And stories that once took months to appear? Now they’re written and published – across multiple digital platforms – in a matter of hours.”
- Corinne Federici, vice president
“The definition of a ‘reporter’ is anyone with a voice, vehicle and viewer.” - Corinne Federici, vice president
From storytelling to story creating
“The media remains a crucial channel for reaching prospects, customers and influencers, but today, it’s even more important to create your own platform and effectively share your story on your own.”
- Greg Hakim, account director
What can we do for you?
“In the past few years I’ve seen selflessness and generosity become a really important part of what marketers and PR professionals do every day – with clients, with media and with vendors.
Instead of ‘what can you do for me’, new services and products have become outward-facing: What can we do for you. Helping should be at the core of everything we do.”
- Rachel Adam, account director
Know each buyer on an individual level Being able to rattle off a few characteristics and industry trends has never been enough. And today, that’s truer than ever.
The best PR teams know where their targets are in the sales funnel, what keeps them up at night and how to make them take action.
- Greg Hakim, account director
“Truly effective predictive analytics will be the future of
marketing and public relations” – Rachel Adam, account director
Measurements of Success
Measuring success will be based on faster time-to-close and more MQLs in the funnel – rather than impressions, clicks and spikes in web traffic.”
- Courtney Porcella, account manager
dis·rupt
“Marketing organizations that help buyers figure out solutions to their problems before those problems come to light -- and then guide them through the purchase-cycle -- will be the ones who set the tone, beat the competition and make waves.
The question: How do we, as an industry, do that without crossing privacy lines, while earning trust and building credibility?
It’s not a clear – or easy – path, but it’s really, really exciting.”
- Rachel Adam, account director
“PR, marketing, and sales will become one team, with shared goals – all tied back to business growth and revenue.”
- Courtney Porcella, account manager
What Hasn’t Changed
1. The power of a great story
2. The need to be both relevant and urgent to customers, prospects and the market
3. The biggest brand advocates come from within: customers, employees, partners and investors
Want to learn more about the future of PR
and marketing?
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