It's up to us to change the way the world sees public relations. PR professionals are expert communicators, connections specialists and above all, champions of the voiceless. But we've developed some bad habits -- and it's time to get back to our roots.
The future of PR is here. Thanks to the proliferation of data and technology, we have new opportunities to work better and smarter, fostering deeper connections with influencers. And by taking a directed approach to relationship building, we can all see valuable business outcomes that humanize our industry.
You get to choose which side of PR you want to be on, but if you want to be an ally of influencers, from bloggers and journalists to YouTube stars, Instagram artists and Snapchat celebrities, consider these best practices:
Treat influencers as valued partners, not just a channel
Use technology to build relationships, not replace them
Demonstrate respect by keeping pitches simple and to the point
Clearly communicate expectations and desired outcomes prior to engaging in a partnership
Honor agreed upon deadlines, and keep communications open if a deadline cannot be met
Along with kicking some bad habits, like:
Adopt a no SPAM policy and eliminate irrelevant, mass pitches or impersonal communications
Don't engage with influencers only when you need something from them - engage frequently to support their activities before you ever make an ask
Abide by influencer contact preferences - use the right channel at the right time
Every PR and communications pro has the opportunity and responsibility to move the industry forward -- to push it to the next level without losing the human touch.