In the last few years experts in public relations have watched as the industry has undergone somewhat of a transformation. It does not look like the changes are going to come to a halt anytime soon. This of course means that those within the industry have had to adapt to meet these new challenges.
Public relations companies have seen a new CIPR Framework come in to play and also the world of media relations and social media evolve.
What is the CIPR Framework?
The main way that the changes have been dealt with is through the creation of a new Chartered Institute of Public Relations (CIPR) Framework. With the framework in place it allows employer to streamline their recruitment process, thus improving the quality of staff they hire. One other key part to the framework is that it allows for benchmarking the skills of one professional against another, or one company, with some degree of assurance.
There are four key components within the CIPR system; Impact, insight, ideas and implementation. One commentator noted that ‘as each element impacts (and builds upon) the others, a synergy can be achieved that would be unlikely with more traditional methods.’ (Click here to read the full article)
The astronomical rise of social media has sometimes blurred the lines between public relations and media relations. In big companies there are various departments dealing with different areas of PR. This can cause issues because the different teams can feel alienated from one another; this is something that should be avoided. The different teams will most likely be public relations, media relations and social media. Media relations are more focused now with online media because the printed press is declining at a rapid rate.
The difference that social media has made is that it is no longer a one-way street where the PR team control press releases and coverage. Now the consumer is able to share their feedback about the company, this means that there are more factors influencing other potential future consumers. So it is essential that the social media team work in perfect harmony with the PR team.
If we take Facebook, as an example, users can go on to a company’s page and instantly post a review or comment for the whole world to see. The various teams need to work together to give measured responses for any potential hot potatoes.
Now press conferences and interviews need to be carefully managed by all teams because within seconds social media will be aware of any major slip-ups. All journalists have twitter, Facebook and other social media platforms where they can reach their target audience instantly. So extra care and attention must be paid by the PRs, ‘as part of the preparation, all PRs should know the media and its journalists as well as they know their clients.’ Unfortunately a growing number of people believe what they see on their Facebook newsfeed, take it for granted without checking the facts, there are so many challenges out there that keep the teams on their toes 24 hours a day.
‘Both (media relations and public relations) overlap in many organizations, some do not even know the difference between them.’ It is important that they both evolve with the times and find good working relationships that cements the company’s reputation.