Navigating the headwinds of PR strategies in a post-pandemic world

The PR industry has weathered many storms during the past four years, writes Mary Shank Rockman, principal, MSR Communications. From the global pandemic, to the rise of generative AI, and a constantly evolving media landscape, PR professionals have been faced with many new challenges and opportunities. My boutique public relations and digital marketing firm, MSR Communications, recently released an infographic based on these significant changes, “PR in 2020 – 2024: Navigating Headwinds,” and provides valuable insights into the latest trends, and guidance for PR and marketing professionals navigating our new normal. Our recent infographic is the sequel to the prior 20-year look back at what changed between MSR’s founding in 1999 and 2019, “PR in 1999 – 2019: A 20-Year Retrospective,” which detailed how the internet and social media changed the industry and the ways we work. And while there were numerous changes between 1999 and 2019, from the heyday of the dot com bubble to its burst, and market recovery, 25 years later, our industry has been forced to pivot again once again, but this time, much more quickly, and in ways we could’ve never imagined back then.

The shifting tides of media

In addition to wondering whether we’d ever be able to leave our homes again in 2020, one of the most significant changes the past four years has been the evolving media landscape. Online news sites, once reliable news sources, are struggling to maintain audience engagement and ad revenues. This has dramatically impacted the size of newsrooms and reduced the number of media contacts. The decline is driven by several factors, including the rise of social media influencers as amateur news anchors and ad blockers. Consumers trust influencer recommendations more than ever. Journalists are also grappling with the spread of misinformation, exacerbated by generative AI, which has been shown to create convincing fake news and lifelike visual content that’s trusted as factual and real.   

Adapting to the new reality

In response to these challenges, PR professionals – both inhouse and agency – must adapt their strategies to more impactfully drive awareness for brands. What was once seen as the answer to moving the needle, with the shrinking newsrooms, public relations today requires a new focus on integrated approaches. PR pros can no longer simply rely on earned media without integrating traditional PR activities with opportunities such as paid, shared, and owned media (the PESO model) created by Gini Dietrich, Founder of SpinSucks, to connect with specific journalists and influencers who reach brands’ customers in more targeted and impactful ways. While some may hesitate about adopting a paid or owned approach, this integration has created a number of new opportunities for PR pros to sharpen their skillsets and tell compelling stories across multiple channels that also reach audiences effectively.   

With AI continuously evolving and automating business tasks in every sector across the globe, so too has it affected the practice of public relations. As a result, many new opportunities enable a more honed approach to conducting research, social listening, media monitoring and analyses, influencer identification and outreach, and content optimization for SEO keywords. Automating these time-consuming tasks enables pros to focus on more strategic, creative work. 

Keeping fingers on the pulse of potential crises

One of the most impactful opportunities created by AI is in crisis communications and response. AI can monitor online conversations and news sources to help identify potential crises before they escalate, enabling PR teams to proactively address issues and potentially mitigate negative outcomes. AI helps quickly gather information and analyze public sentiment, providing the data necessary to help make decisions about how to handle a crisis, and develop effective crisis communication strategies that address the particular situation. Not only does AI enable teams to act faster than ever before, potentially minimizing damage to brand reputation, it helps teams restore public trust. 

Finally, I’d be remiss if I did not mention the importance of AI for measurement and demonstrating the impact of PR initiatives. AI can quickly analyze media coverage, assess the effectiveness of campaigns, and measure the impact of media placements. This data can be invaluable for refining PR strategies and creating a blueprint for future activities. By incorporating AI into PR programs, PR pros are able to expand their skill sets, boost performance, and amplify their impact while navigating the evolving media landscape with greater agility.

Looking ahead: PR in 2025 and beyond

While the future of traditional news media remains uncertain, one thing is clear: PR professionals who embrace new technologies and an integrated approach will be best positioned for success. Here are some key takeaways for PR and marketing professionals moving forward:   

Diversify your media strategy: Don’t rely solely on traditional media outlets. Explore opportunities in podcasts, social media collaborations, paid editorial opportunities, sponsored content platforms, and other emerging channels.   

Embrace the PESO model: Integrate paid, earned, shared, and owned media to maximize brand reach and visibility.   

Build relationships with influencers: Develop and nurture relationships with media, brand advocates, and influencers who have engaged followings.  

Stay informed about AI: Continue to build knowledge of evolving generative AI capabilities and how to adapt them to your PR and marketing best practices.

Be prepared for change: The PR landscape is constantly changing. Stay agile and refine your strategies to address new challenges and opportunities.

By understanding the trends shaping the PR industry and adopting a proactive, agile, and adaptable approach, PR and marketing professionals can successfully navigate the headwinds in the years to come.

Mary Shank Rockman is principal and CEO of MSR Communications, one of the nation’s top boutique PR firms that has created and executed award-winning PR, social media and digital marketing programs for the world’s leading brands since 1999. With over 30 years’ experience in enterprise technology, B2B service organizations, B2B2C, consumer-lifestyle companies, and nonprofit organizations, she possesses executive leadership expertise in strategic communications, crisis communications, content development and more.