This past September, I began a new chapter in my career with McDougall Communications. One week earlier, my youngest daughter began her freshman year of high school, now mixed in with more than 1,900 other teenagers. We just held elections across the United States and with them came new legislators, new governors, new majorities and new (well, maybe not “new”) promises. Next year, my oldest daughter will join countless other high school graduates as she heads off to college to experience new and interesting things as she leaves the confines of home.
It’s no surprise that I’m often reminded of what the Greek philosopher, Heraclitus, once said: “Change is the only constant in life.”
In a dynamic profession like public relations, we expect and embrace change—and so should your company, not-for-profit, school, association, or whatever your organization is. With change comes opportunity and with opportunity comes the ability to showcase what sets your organization apart and differentiates it from the masses in a cluttered environment.
Not all that long ago, it was common practice that the only way to get your word out was through earned media channels with a press release. However—you guessed it—things changed! Today, the public consumes their information in different ways as more and more entities maximize their exposure through owned media (websites and blogs), shared media (Facebook, Instagram, LinkedIn and Pinterest) and paid media (branded content and paid integrations).
USC Annenberg Center for Public Relations' 2018 Global Communications report shows organizations will continue to shift their spending from earned media into owned, shared and paid over the next five years. This doesn’t mean that earned media isn’t valued but suggests the recognition for balance across each channel.
This shift in spending across media channels comes with it a change in content. While developments occurring within your organization are still newsworthy, audiences are demanding more. In addition to what’s happening, they want to know what you know and, yes, they want to know what you think. It’s that mix of information, opinion and news that keep brands relevant in an ever-changing life.
Organizations that prepare for change are better positioned to succeed in the tong-term. And if you aren’t prepared it’s not too late to start, because as that other great philosopher Bob Dylan once wrote: “the times they are a changin’.”
By Christopher Knospe
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