Following the advice in a past blog post, “Using Competition to Boost Creativity,” I took a stroll down King Street to clear my mind. Sauntering past restaurants, bars and shops housed in historic century-old buildings, I noticed the impeccably renovated and updated interiors. This King Street stroll triggered a question that would not leave my mind.
What is Public Relations . . . today?
Each local business on King Street strives to uphold the importance of Charleston’s history. They respect the fundamentals that define its allure and charm. At the same time, they are continuously evolving by adapting to new technology and a new kind of customer.
The King Street business owners recognize the importance of the fundamentals. They are also aware it is time to evolve. As a King Street PR Professional, I must similarly respect the PR fundamentals and adapt to master the list of new skills required in this digital era.
Traditionally, we study and monitor daily trends. We then deliver newsworthy information to the public. We are research advocates always on a quest to find alternatives to paid media. This digital age, however, brings our quest into unchartered digital territory. The modern PR Practitioner must evolve and redefine their skills.
We are now working on Analytics, Website Design and Digital Ads. Fluency in Search Engine Optimization (SEO) has evolved as the new competitive edge. Developing these new skills may seem daunting, but Ronn Torossian (Bulldog Reporter) explains why we need not worry. We engage in SEO every day without even realizing it.
PR Professionals are experts in monitoring daily trends. It tells us which stories, amidst the noise, we should successfully pitch. Similarly, SEO Experts monitor which hot button words will get their digital content to the right people. The similarities between both fields explains why these skills are beginning to merge.
There is no definitive answer to the question I repeatedly asked myself while walking down King Street. My takeaway? As long as I hold on to the fundamentals of Public Relations, I should have no trouble evolving and adapting to the new list of skills required of a PR Professional.
Still feeling a tad overwhelmed? Check out PRWeek’s recent article for strategies on how to merge the PR and SEO skills.
Written by the newest member of Touchpoint Communications, Account Executive Michael Stettner.