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by The Notified Team on Jul 16, 2024 12:57:22 PM
Public relations is all about influence. Every PR effort, whether it’s launching a product, shaping reputation, or managing a crisis, aims to influence an audience.
But the ability of PR pros to exert influence is becoming more and more difficult with the rise of fragmented digital channels, misinformation and an increase in stakeholder skepticism.
To stay ahead of the game, it's essential to understand the changes and how to adapt.
That’s why we’re excited to announce the release of our new report, The Evolution of Influence, created in partnership with PRWeek. We surveyed in-house and agency leaders to get their perspectives on how to build stronger trust with stakeholders, the best ways to combat misinformation, how PR pros feel about AI in 2024 and more.
The data not only uncovers how influence is evolving, but also provides actionable insights on how PR pros can thrive in this new environment.
Key Topics Covered in the Report
Through an extensive survey of 155 corporate communicators, the report highlights seven key themes that are reshaping PR.
Here’s a sneak peek at some of the insights.
Fake News and Deepfakes: The Growing Threat
Fake news and deepfakes are major threats to brand reputation. 70% of respondents are aware of the dangers and have either experienced the consequences themselves or understand the possible harm.
These fabricated stories can damage brand reputation, erode consumer trust and lead to financial losses.
The Dangers of Decentralization
The rise of social media and other digital platforms has fragmented the media landscape. Consumers are exposed to information from a wider range of sources, making it harder for brands to control the narrative. Only 35% of respondents believe this decentralization will lead to greater transparency.
Authenticity and Transparency: Building Trust
Consumers prioritize authenticity and transparency from brands, especially during crises. 57% of respondents ranked these factors as the most crucial for building trust.
AI: A Tool for Enhanced Storytelling
The report finds growing enthusiasm for AI’s potential. Nearly half (48%) of respondents are excited about AI's impact, a significant rise from 2023 (32%). AI can automate tasks, analyze data and even help generate creative ideas, freeing up human communicators to focus on strategy and storytelling.
Balancing Art and Science
While data and analytics are becoming essential, creativity remains the cornerstone of effective PR. A majority of those surveyed believe that true creativity cannot be replaced by technology.
Tech Leadership in Agencies
Both in-house and agency pros agree that agencies should lead in adopting the latest tech tools. This expertise is essential for providing the best strategies and practices to clients.
The Future of PR Skills
The skill sets needed for success in PR are evolving. AI fluency is projected to be a top skill in five years, with 77% of respondents considering it crucial. However, core skills like emotional intelligence and strong writing (editing) remain important. The report suggests PR pros will need to adapt and embrace new technologies while retaining their human touch.
Download the Report To Get More Data and Insights
Ready to learn more? Get the full report!
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