by Artificial Intelligence (AI) and automation are gaining more and more ground. One by one, the phenomena that are here to stay and the vision of specialist Nathaly Zamora.
Little by little, over the course of the last few decades, the public relations industry has transformed itself beyond recognition. A job that once could be done easily with a landline now requires fluency in a dozen complex fields, from analysis of data to the IS G passing through the virtual reality and the content marketingnot to mention the ever-changing universe of social media.
Each of these fields is increasingly integrated. In this new context, it is essential to understand the evolution of these trends.
Digital transformation and data analysis
Since the field’s inception more than a century ago, public relations professionals have dreamed of a frictionless connection with the public, that would allow us to anticipate and satisfy consumer needs in real time. The AI – and the ultra-precise customization it enables – is making this dream a reality. AI and machine learning are truly transforming countless industries, including public relations.
At this time, the information provided by the artificial intelligence on consumer behavior – and much more – is fundamental to any holistic public relations strategy. In this context, programmatic advertising, which uses algorithms to buy and place ads in real time, revolutionized the industry and allowed brands to target specific audiences with unprecedented precision.
Specialist Nathaly Zamora explains that artificial intelligence (AI) and automation are gaining more and more ground in various industries, including public relations. These technologies are beginning to be explored for tasks such as media monitoring, data analysis and content creation.
“AI is expected to expand to other areas, which will improve overall productivity. In the coming years, I believe we will see a deeper integration of AI and automation into public relations practices, simplifying routine tasks and allowing professionals to focus on strategy, creativity and relationship building,” he suggests. .
Influencer Marketing: Authenticity and Diversity
In its early days, influencer marketing functioned somewhat like conventional celebrity marketing, with the focus largely on the big names with the most followers. Nowadays, the micro-influencers and the nanoinfluencers are on the rise, and for a very good reason: precisely because their audiences are (relatively) small. They are able to forge a more intimate connection with their audience. When a micro-influencer persuasively advocates for a product, it seems less like an advertisement and more like a recommendation from a trusted friend.
In this sense, Zamora specifies, “with the growing diversification of the media, “public relations strategies are moving towards targeting niche markets instead of addressing masses of the public.” And he adds that “Companies and organizations understand that personalization and segmentation are key to effectively reaching their audiences”.
“Through the precise identification of the interests, behaviors and needs of specific groups, public relations can create more relevant and meaningful messages, generating greater connection and engagement with its target audiences. This approach allows organizations to better adapt to changing market demands and build stronger relationships with their customers and followers,” he elaborates.
Sustainable and mission-driven brand
The definition of Corporate Social Responsibility (CSR) quality in 2024 is very different from its definition just a few years ago. Consumers have long gravitated toward brands focused on sustainability, and they became increasingly astute in distinguishing real commitment from the lukewarm talk of CSR. Consequently, one of the central tasks of any public relations company is teaching brands the difference and helping them communicate their initiatives accordingly.
The evolution of content marketing
The conversations around augmented reality (AR)the virtual reality (VR) and the metaverse have taken a backseat to the AI revolution in the last year or so, but that doesn’t mean brands should simply ignore these emerging formats. In any case, the relative lack of attention currently paid to this space means that There is more room for brands to maneuver, experiment and (potentially) engage customers. Brands that deploy these tools effectively can create immersive experiences, fostering stronger connections with their audiences.
In this scenario, Zamora understands that the use of KPIs (Key Performance Indicators) and specific dates are necessary for provide a concrete measure of the impact and effectiveness of communication strategies. “Now, more than ever, companies and public relations agencies can analyze in real time how their messages resonated, which audiences were reached and how they engaged with them.”
“This ability to measure and quantify campaign success allows for more informed decision-making and continuous optimization of strategies. Furthermore, by focusing on specific data, public relations can adapt more agilely and precisely to the needs and preferences of its audiences, thus maximizing the impact of its communication efforts,” he comments.
Digital marketing and online presence
We live in an omnichannel world, and I think we can expect 2024 to be the year that the few brands still holding out finally catch up to this reality. Consumers expect effortless switching between channels: app, mobile browser, desktop browser, in-store and social. If any of these channels are not up to par – poorly designed or lacking personalization – brands run the risk of alienating consumers. A lot of PR energy will be spent this year helping brands fully adapt to this omnichannel reality.
Based on the above, we can say that, in 2024, any brand that wants to survive will need: cutting-edge analytical knowledge; a fine sense of the rapidly fluctuating microdynamics of social media; a deeply rooted commitment to (and complex understanding of) advances in sustainability and corporate responsibility… I’m cutting the list here because I could go on for pages.
The point is that it is a difficult task, and it is becoming increasingly difficult. But luckily, the right approach – forward-thinking, flexible and holistic – can make all the difference.
*With information from Forbes US.
