How the Relationship Between PR Firms and Brands Might be Changing, and What it Could Mean for You11/7/2019 By: Katie Giles Every industry evolves over time-- and public relations is no different. In fact, public relations is one of the oldest practices that still exists. With every new mode of communication, PR has to shift just a little more. In a recent Forbes article by Udi Ledergor, he states that he believes, “it’s the typical public relations (PR) model that’s broken — or at least in need of evolving” (2019). His reasoning for this is that Public Relations firms were struggling to write meaningful content for companies with the existing system. The existing system included “biweekly update calls on media outreach and stories they were developing, checking in with us to see if we had some exciting news that reporters would be interested in hearing,” etc (Ledergor, 2019). The article then goes on to talk about how the author believes PR will evolve in the near future.
Some of these predictions include the PR firm being more active within the company. Ledergor states that “a PR firm should feel like a natural extension of an internal marketing team,” and should therefore have a bigger role within the company (2019). The article states a few other ways PR firms may evolve for the better-- like not only focusing on print media and starting to care more about “business outcomes.” In order for the PR firm to do its job well, Ledergor says that marketing and communications teams need to put in some work as well. Getting a good grasp on what your brand is and setting goals are important before a PR firm is able to do its job. As many students head off into the corporate world, it’s possible to find yourself on either side of the industry-- in a PR firm or a member of a marketing team within a brand. In conclusion, it’s important for people on both sides to understand how their relationship should mesh in order to better the success of the brand. Although the relationship might be changing, the importance of the two entities working together will always remain a factor. References “How to Hire a PR Firm: 10 Tips to Finding the Right Match.” Meltwater, 7 June 2015, https://www.meltwater.com/blog/hire-pr-firm/. Ledergor, Udi. “The Brand-PR Relationship Is Evolving, And The Industry Needs To Adjust.” Forbes, Forbes Magazine, 1 Oct. 2019, https://www.forbes.com/sites/forbescommunicationscouncil/2019/10/01/the-brand-pr- relationship-is-evolving-and-the-industry-needs-to-adjust/#58985c5845b7.
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