Drastic changes in the media and cultural landscape have altered PR and marketing in recent years.
Challenges for PR practitioners include a faster-than-ever news cycle and what seems like constant political and cultural controversy. Combine that with an erosion of faith in government and private institutions, and it can make for a difficult environment.
How do we navigate the media landscape when “fake news” accusations are thrown around and the very business of media is under siege?
Yet the business of public relations is thriving. One reason is that PR is more relevant—and valuable—than ever. Here’s why:
1. Credibility is paramount.
According to the Cision State of the Media Report, 59% of U.S. consumers say they are suspicious of news content. On social media platforms, skepticism is far greater, as it should be.
This means the credibility of media outlets and other information sources is more important than in the past. The public values journalism, and people are moving to media channels they trust. Traditional news outlets like The New York Times and The Washington Post have reported double-digit increases, and cable news ad revenue is up a whopping 25%.