As Consumer PR recruitment specialists, we spend a lot of time talking to industry professionals – both candidates and clients alike. And as the digital age rapidly reshapes how consumers behave and how we reach our target demographics, we’ve noticed a recurring conversation taking place. It usually goes like this: The average consumer spends almost 7 hours a day online. At the same time, trust in traditional media is steadily declining. Audiences are becoming less reliant on journalism and more reliant on channels like TikTok and Instagram when it comes to discovering and engaging with brands.
This means the boundaries between PR and marketing are becoming increasingly blurry.
Ultimately, we’re all left with the same questions: Is this the end of Consumer PR as we know it? Do we need to redefine how we approach consumers altogether? And, crucially, what does this mean for today’s Consumer teams, both agency and in-house?
Today’s consumers are more connected than ever, and digital platforms are fast becoming the primary battleground for brand awareness and engagement.
Social media has revolutionised how brands interact with their audiences. Mischa Johnson, Managing Director of influencer marketing and talent management agency, Summer, explains:
“Back in the day, conversation was often driven by the news agenda. Those headlines were the chatter of the day around the watercooler in the office. Today, traditional newspapers have been replaced by social media feeds and influencers, and the watercooler has been replaced by comments, shares, and forwarding.”
Consumer PR teams looking to genuinely engage their audience in conversation cannot ignore the role digital plays.
“Social is where discovery, conversation, and relevance starts. It’s how brands can put themselves and their messaging in front of their customers today,” says Mischa.
And despite what you might expect, it’s not just Gen Z driving this trend. A GWI survey reports a 57% increase in baby boomers using TikTok since Q2 2021, with this group now more likely than Gen Z to have made an online purchase in the past week.
While these statistics may give the impression that there’s no room for traditional PR at the table in 2024, that couldn’t be further from the truth.
In fact, the increasing presence of digital only emphasises the need for skilled PR professionals.
The rise of social media marketing and the surplus of digital channels available to us mean consumers are exposed to a barrage of messaging. The average consumer sees hundreds of brand messages each day. The role of Consumer PR experts – or rather, experts who can engage audiences and build brand reputation in a crowded, competitive market – has never been more crucial.
With this in mind, we don’t need to forgo Consumer PR, but we do need to re-evaluate Consumer PR strategies to meet consumers where they actually are. For Mischa, success lies in a more integrated approach.
“A good idea is a good idea regardless of channel. What has shifted is the execution – how that idea plays out. So, we have an idea, and then we focus on how that idea can translate into social noise, online sharing, and digital dialogue alongside media coverage. If PR and digital work in tandem, it creates a splash that can genuinely shift the dial for a brand.”
In other words, the most effective campaigns today should combine the principles of PR – reputation management and relationship-building – with new and innovative digital tactics.
Highly successful consumer teams will likely combine the fundamental PR skills like storytelling, relationship building, and crisis management with digital strategy.
For agency leaders, this relies on how well you can foster an integrated approach. Digital and Consumer departments must work together to drive successful campaigns. For in-house teams, look at how you can better inject digital into your campaigns, whether that’s by upskilling and reskilling, or looking to external digital consultants. As a first step, consider whether your team has the right mix of digital and traditional skills to excel in this evolving landscape.
And for budding Consumer PR professionals, understand the importance of social. Mischa explains:
“If you’re entering the comms sphere now, you need to come with a digital awareness and a passion for what drives conversation on social. Insight into influencer marketing and social media are definitely must-haves for new talent.”
Far from signalling the end of Consumer PR, the digital revolution presents an opportunity for reinvention – and for strengthening skills in both the digital and the Consumer PR arena.
By embracing new skills, new technologies, and new platforms – while maintaining the core principles of effective communication – Consumer PR can not only survive but thrive in the digital age.
To chat further about your Digital or Consumer PR team, or to find out how we can help support you in 2024 and beyond, get in touch.
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