Need of Integrated PR in the Digital Age
According to ‘The South Africa PR Landscape 2014 report’, Public Relations (PR) is facing tough challenges in the digital age. PR is evolving, and this evolution is surrounded by more opportunities than challenges. The report evokes the ideas of industry experts and compel them to rethink about the new role and scope of PR in the highly dynamic digital world which is changing every second. The traditional PR is neither going to die or vanish, but it needs to accommodate technology to make the transformation practical for the majority of businesses. The role of PR is changing with the rapid developments in the digital communication. In this highly volatile and complex business environment, a client assumes greater accountability and expertise from a full-fledged PR agency. Businesses demand more coverage in print media and active presence in the social media.
To get the optimum results from a PR activity, there must be a great coordination between the PR team, marketing team, social media experts and media planners. The collaborative efforts of all help to create and execute an integrated a PR plan, where equal focus can be given on traditional as well as digital media channels. PR is a multifaceted and indirect approach of marketing which is responsible for all the branding activities such as positioning, image building and visibility of a brand in the target market. Depending upon the reach and cost of the media, a PR agency chooses the right media and makes effort to generate higher ROI.