Public Relations Professionals - What should they look like in the future?
The media world has undergone enormous changes in recent years. Digital has completely changed the communicational paradigm that we knew. In this way, public relations professionals must be able to adapt to this new reality and expand your skills.
Firstly, the development of skills in the field of marketing is increasingly an obligation and not an option. The merger between the earned, paid and owned media helps explain the reason for this need. In the case of marketing, the paid media it is especially important as it allows us to reach other types of audiences and, above all, to select audiences that our brand considers essential to reach.
Another characteristic that will certainly be important is the improvement of skills as far as capturing and editing video is concerned. Today, communication has a huge visual aspect. Social networks will further enhance this trend. The data indicate that, in the case of websites, the use of video in landing pages increases their effectiveness by 80%.
Finally, the ability to read and interpret the innumerable data that is provided to us today presents itself as one of the critical success factors. It is extremely important to be able to explain to a customer why a particular campaign worked or not. Data is the most appropriate solution.
In the future, a public relations professional must combine all these characteristics and be able to adapt to a sector of activity that is undergoing tremendous change.