Oh, How the PR Times Are-A Changin': How PR tactics are Evolving in the Digital Age

By June 5, 2012 July 29th, 2016 Industry Perspective

Here at BLASTmedia, we spend our days communicating our clients’ messages with various PR & social media strategies and tactics. But the way we communicate is changing quite rapidly. Just think, the Internet wasn’t even in existence 30 years ago and computers weren’t a household commodity until the 90s. Oh my, how far we’ve come!

Information is so easily accessible these days that “information overload” is a common complaint. People want to get their news and information quickly, which has in turn resulted in more visual communication formats (hello Pinterest!). So, as PR wordsmiths, we’ve had to adapt to the times and change the way we communicate a client’s story.

visual PR tactics
Take a look at these three examples of visual communication for PR pros:

White Papers become Infographics

White papers used to be a vital outlet for sharing research findings, statistics, and industry reports. But, what busy business owner wants to read a 30-page white paper? And how do you make a white paper more social?

Hence, the birth of the infographic! Infographics are a visually stimulating graphic representation of data or information. They can present fairly complex information in a quick and clear format.

Here at BLAST, we worked with InfoNewt to develop and promote an infographic for our client NextWorth. This allowed us to easily share facts and stats, without bogging people down with information.

Case Studies become Videos

Case studies are a vital tool for our B2B clients to tell successful customer stories. What better way to demonstrate the capabilities of your product? Plus, journalists know that their story will be stronger and more credible if they can provide validation from a customer. But the case study is also becoming shorter and more visual.

Case studies originally started becoming shorter because people didn’t want to take the time to read a lengthy, boring document. So,the thought was to shorten them and jam all the appropriate information into a shorter story. This was a start—but case studies have recently taken the next step.

Enter the video case study. Video interviews make the case study more human and it’s more believable when you’re interviewing the customer on camera. A video format also makes the case study more social and easily sharable (YouTube!).

In conjunction with the video case studies, client testimonials are also more effective as a video for the same reasons a video case study is more effective. Create a 20-second video of a client testimonial and make it play automatically on your website—viewers can’t turn off their ears.

Seminars become Webinars

In the old days, seminars were in-person gatherings of people interested in learning about a specific topic. But seminars, conferences and conventions (while fun and an excuse to take a break from the office for a day or two) can be expensive, time-intensive, and exclusive. Would you fly across the country for a 4-day conference if there were only 1 presentation or panel that was valuable to you? Probably not unless you have an expendable budget…and who has that?

Webinars have opened the doors to a world of seminars that more people can take advantage of. This is changing the way we do PR because webinars have greatly increased the availability of speaking opportunities for our clients. Webinars aren’t as expensive to put on and it’s not as expensive to travel for the speakers and the attendees. And webinars aren’t a one-time event. They can be recorded and shared socially or presented multiple times. Again, everyone wants to get information quicker and easier!

These are only three ways the PR industry has had to adapt to the “digital age” but there are many other examples (remember when people used to fax pitches?).

If you have any other examples of ways communication has changed for your company, share them below! 


About BLASTmedia

BLASTmedia is a national PR agency specializing in media relations, content creation and amplification. We believe that hustle and dedication deliver results.

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