Over the past thirty years, the global economic landscape has changed more than in the past three centuries. Sure, there have always been changes but this time around, the really amazing part is the speed at which they occur. In the recent past, we’ve seen industries developing and shrinking rapidly. Even with the financial crisis of 2008, we’ve seen incredible things like cryptocurrencies. And we’ve seen them rising and falling at an astounding pace! Also, markets and professions that have existed for decades or centuries are changing. Of course, the world of media and communication is no different. Even the basics of these areas are now in flux.
Social media is the new playing field
As we’ve mentioned, tech advancements have morphed every industry on Earth. From the world of medicine to urban planning; every aspect of human life has changed. And when it comes to media and communications, the Internet has been a key tech advancement. Indeed, the World Wide Web has completely changed how humans interact. And most importantly, it’s changed how quickly we communicate. With the power of instant interaction, social media has completely upended the science of communication. And with the advance of smartphones, social media is now something we carry with us everywhere. Having to sit at a computer is no longer the norm.
Companies and industry professionals must constantly adapt
For people who work in the public relations and marketing industries, this has been the biggest game-changer ever. Simply, the sudden shift to constant interaction has put their industries in the center of the spotlight. How so? Well, for decades, advertising meant creating a good narrative. And then, using print media and television to showcase it.
But today, thanks to social media and communication that’s instant, that narrative has changed in two key ways. First of all – it’s constant. Nowadays, people expect their brands to be constantly present online. You have to provide product-related content almost every day – or else you’re falling behind. And second of all – this narrative is much more intimate. Currently, customers expect companies to present a truly human face. That’s why you’ll see huge corporations posting Instagram stories or witty banter on Twitter.
As you can see – there’s no profession out there that can survive without a proper online presence today. An entirely new industry has risen around this need, with companies like Movers Development providing online services to very specific markets. Every service or product provider needs to present their niche to the general public online.
Consequentially, the public relations industry is now more important than ever. The advent of social media has allowed consumers to communicate with companies at any time. So, if you want to keep your client base happy – every sentence uttered within the online narrative is important. Today, using online media and communication is as important as the quality of your product. Indeed, the actual product has almost become less important than how the public perceives it. This is why the public relations industry has grown almost exponentially.
In today’s world, customers’ expectations of a product or service provider have grown. As a matter of fact, people expect their companies of choice to have human traits. They want companies to show their values, their beliefs, even their politics. And so, the products and services on offer have practically shifted to the background. Even on a day to day basis, consumers are ready to boycott good products of a company that they don’t agree with on some issue.
Geospatial targeting is crucial for media and communication
Such a change has proven to be a double-edged sword. On one hand, this has allowed companies to approach their consumers better than ever before. Indeed, this new level of intimacy has led to higher brand loyalty than in the pre-Internet age. But on the other hand, this process has sharply divided the consumer base. To put it simply – you cannot please everyone all the time.
In the old days of advertising, it was enough to present a good product in a context everyone enjoys. But in this age of consumers choosing brands based on beliefs and values – you can’t appeal to everyone. That’s why data-gathering is an important supplementary industry to media and communication.
If a company wants to maximize sales, their first task is to pinpoint their consumer base. In this process, they need to find an area with many consumers with the largest common denominator of needs, values and beliefs. Or, to put it more simply – you need consumers who not only want your product but who agree with the messages your company presents on divisive issues. And this means investing in geospatial analytics.
Priming and agenda setting – the tools of modern communication
We’ve seen that a company that utilizes media and communication correctly will thrive compared to competitors. But in this process, it’s very important to realize something. Crucially, even public relations can be a two-way street. Or rather, when used correctly, they always are. So, what does this mean in practice?
Following the values and convictions of your consumers is good but that alone isn’t good enough. This is a half-measure; a short-term solution. In the long run, a company must seek to steer the narrative, instead of just following it. This kind of priming is crucial for successful media usage. In fact, priming is a term referring to the media shaping the consumers’ beliefs about the media itself. And in the longer run, public relations should dabble in agenda setting. It’s not enough to react to topics that are currently in the public eye. Excellent public relations means using influencers, and planning and setting the topics of future public conversation.