Similar to news media and social media, public relations has changed a lot over the years with the development of all of this new technology. The way people receive their news and their entertainment has changed and will continue to change drastically as time goes on and technology becomes more advanced. Due to all of this change, public relations has had to change and adapt themselves to survive in this technology obsessed world we live in.
There are a few skills that people need in order to be successful in public relations today. In advertising, for example, you need to keep in mind that many people today have very short attention spans. This idea of attention economy is important to know because it will change the way in which advertisers can successfully promote and sell their products. That being said, there are a few different advertising trends that we have discussed in class that are important in public relations today, in my opinion. These trends include viral videos, guerrilla marketing, product placement, and native advertising.
Viral videos, in my opinion, is probably the trend that sticks out to me the most because it is the one I see most often. Being an active Twitter user and a dedicated YouTube watcher, I come across my fair share of viral videos; and with every viral video, there are almost always a few ads that go with it. I think this method would be pretty effective because it will get a lot of exposure. Chances are millions of people will watch the video and be exposed to your ads. In addition, chances are that the video will be shared and then thousands (if not millions) more people will see it as well. The only problem I could see with this is that the more people watch viral videos, the more they tune out or even skip the ads. These videos may get exposure, but that doesn’t mean people are actually paying attention (which links back to attention economy).
Another trend that stuck out to me that I don’t see that often is guerrilla marketing. This method is essentially promoting a product in an unusual or original way. To me this is sort of the opposite of viral videos because I think less people see it, but the people who do see it will be more likely to pay attention or notice the ad. I think this method could be very effective as it is more likely to grab the attention of all of those people with short attention spans.
When we first began talking about public relations I wasn’t really sure what to expect. That being said, it’s hard to say if all of this information is similar or different to what I thought it was going to be. If I had to choose one side, I would have to say similar. This is because since we just finished discussing how much technology has changed news and media, I sort of assumed it would have some sort of effect on public relations as well which it does. In this crazy world today with all of the bland and boring ads, I think people in public relations really have to be unique and creative because that is how they will capture peoples’ attention nowadays; or at least that’s how you’d have to capture mine.