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• From big data to small data, modern public relations has become ever dependent on data. Public relations is all about stories. In order to tell compelling narratives to the target market, important data has to be collected and scrutinised. This is mainly because the age of the Internet has ensured there is so much information available at the click of a button. With so many businesses starting in the time it takes to create a logo and website, many new companies are pushing for their own stories.

Previously, mass emailing worked so effectively because journalists, writers, and bloggers all received very few emails and pitches. After all, back then not many people had emails or access to the internet. That is not the same anymore. Today, pitching is only effective if you take your time to study everyone on your press list, their readership, and niches. You cannot get away with mass emailing anymore because journalists and bloggers now receive a ton of pitches per day. They can also easily tell when the email was sent to a gazillion other journalists.

A decade or two ago, very few people really cared about numbers when it came to marketing. All it took to get the attention of the market was an amazing and beautiful advertising banner placed across the street, on the walls of a building or on TV. Today, no matter how amazing your advert is, at some point in your funnel, the prospective client will ask for the numbers backing up your nice ad. It’s harder for clients to trust nice YouTube videos, or television ads or beautiful banners along the streets – all thanks to an information overload making it harder to discern between factual information and false information.

Modern public relations can no longer be controlled or defined only by the media. The game is changing. The whole world is now a global village courtesy of the internet and improved technology. Previously, the press defined and governed brand awareness. However, in the current world, that neighbour of yours who has 100k followers on Instagram can give a life-changing impact to your brand. The world today consists of many influential people whose opinions are trusted by many. Bloggers have also become extremely influential and those who are credible can be the go-to person. When you need to get the word out about your company, building relationships with these influencers is a good place to start.