Then and now, from the time when television, print and radios were the dominant mass media to the era of social media, public relations (PR) has retained its relevancy. This is true even though companies can now directly communicate with their customers via their official Twitter, Instagram and Facebook accounts, to name a few, and vice versa.

It is not surprising that companies of all sizes continue to collaborate with PR specialists to help manage their brand identity, a vital component of which is the internal and external communication aspect of their operations. Communication, after all, can be a tricky business that, if done right, businesses will reap huge dividends and, if done wrong, could cost them a lot.
 
With that said, however, one cannot deny how the digital world has dramatically changed the PR landscape. The question is not really about PR’s relevancy during this age but more so this: how has the art of PR evolved over the years?  Let us take a quick look.

What is PR?

The Public Relations Society of America (PRSA) has defined PR as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” It goes on to emphasize that at the heart of its work is the goal of “influencing, engaging, and building a relationship with key stakeholders across numerous platforms.” The end goal, the group says, is this: “to shape and frame the public perception of an organization.”
To do this, PR agencies’ responsibilities include releasing press releases and arranging media events and interviews.
 
PR work is a complex and all-encompassing process essential to the success of any organization, with PR specialists a vital partner to this success. In the UAE, there are now at least 100 PR agencies  catering to the needs of different organizations, from small businesses to large corporations.   
 
Traditional PR vs Digital PR

If anything, PR has become more important in this day and age to help cut through the noise and bring value to the intended audiences.

The emergence of digital PR reflects how the field has expanded and transformed as the world embraces digital tools in their everyday lives. Regardless of the medium, the PR’s relevancy persists because it is founded on the fact that organizations—no matter the era-- need to connect, build and sustain relations with their multiple stakeholders, most especially their target customers. 

PR practitioners specialize in getting your message across and establishing this connection by pinpointing the best platforms such as TV, radio, newspapers and magazines that can give you and your organization the highest exposure and leverage. Digital platforms are an addition to these platforms and can serve as an effective vehicle to convey your messages faster than their traditional counterparts.  

The traditional necessitates establishing relations with writers, reporters and editors while the digital expands this focus by providing a more strategic and data-driven tactic to reach out to the target market, increase brand awareness and prevent communication crises. Traditional and digital PRs should, however, not clash. Instead, they should complement to achieve the desired outcomes.  

Final Thoughts

There are many ways that PR, among other benefits, can boost brand awareness regardless of the medium. As PR work is no easy task, companies may do well to collaborate with PR experts to help them make a mark through strong stakeholder awareness of their brand and what they are all about as an organization.

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