09 Jun PR was never easy, but it is getting smarter

Learn seven ways to build a PR campaign that delivers real results – by Mark Ferguson, Director, More Fire PR Ltd, MA DipCIPR

If you spend any time scrolling through LinkedIn at the moment, in-between all of the AI dross, you’re bound to find some guru pronouncing the future of public relations, communications, and/or marketing.

Yes, AI is changing everything – we know and understand this by now. Newsrooms are shrinking, journalists are under more pressure than ever before, and traditional media is declining faster than a Gen Z’s attention span.

None of these observations are incorrect, but they do risk overlooking something more important.

Organisations and businesses have never had more opportunities to reach the audiences that matter to them. Today’s challenge isn’t about a lack of communication channels, it involves knowing how to use them effectively.

Recent industry research paints an interesting picture: PR professionals are said to be continuing to cite limited resources, measuring business impact, and securing media coverage among their biggest challenges.

At the same time, AI has become firmly embedded within many communications teams, while LinkedIn has established itself as the go to platform for B2B engagement.

Frankly ,I see this as encouraging because although the tools are changing rapidly, the fundamentals of good PR are remarkably consistent.

Whether you’re leading a university, professional services firm, technology start-up, or a growing SME, the organisations which are achieving the greatest communications success are rarely the ones that shout the loudest.

They just understand their audiences better than everyone else. With that in mind, here follow seven principles I encourage every client to think about before launching into their next communications campaign:

1. Start with the audience, not the announcement

One of the first questions I ask new client is surprisingly simple: Who’re we actually trying to influence? It’s surprising how often organisations begin somewhere else. They launch a new service, appoint a senior leader, or win an award and are naturally excited about it. The problem is no one outside the organisation is asking what you’ve done. They’re asking why it matters to them?

2. Find the story before you write the press release

A big PR misconception is every business announcement is automatically newsworthy. It’s not. The news isn’t that you’ve appointed a new MD, it’s what that appointment means for customers, employees, or the wider sector. If you can’t answer the questions, “So what?” and “What’s in it for me?” the story isn’t ready to be written.

3. Build campaigns around evidence

Strong opinions attract attention while strong evidence builds credibility. Whether it’s customer insight, independent research, sector trends or expert commentary, the most persuasive campaigns are supported by facts, rather than spurious marketing claims.

4. Think visually from the outset

Too many organisations treat photography and video as an afterthought. In reality, they should be considered at the very start of campaign planning. Journalists work under enormous time pressure. Providing high-quality images, short video clips, infographics or other useful supporting material improves your chances of coverage and makes their lives easier too.

5. Move beyond traditional media

For years organisations judged PR success by asking: “Did we make the national newspapers?” It’s still a worthwhile ambition, but modern audiences consume information very differently. Expertise is discovered through LinkedIn, industry newsletters, podcasts, webinars, websites, specialist publications, conferences, word-of-mouth, and more. Momentum is built across multiple channels.

6. Measure outcomes, not just activity

For decades the communications profession has wrestled with the challenge of proving its value by counting media cuttings, website visits, or social impressions – all useful but only a part of the picture. The more important questions come afterwards. Did enquiries increase, stakeholder confidence improve, applications rise, policymakers engage or perceptions change? Ultimately, boards don’t invest in for headlines, they want results.

7. Don’t underestimate the human element

With so much discussion around AI ate the moment it’s easy to forget what public relations has always been about: People. Relationships with journalists, customers, employees and other stakeholders. While AI may be transforming many communications aspects it can’t stand in for good judgement, curiosity, empathy and experience. It can’t sit with a client or interviewee and appreciate the nuances of their organisation or story.

Looking ahead

The communications landscape will continue to evolve. It always has. Yes, AI will become more capable and audiences and media mechanisms more fragmented too.

No problem – it’s not something to fear. This gives us more time to engage with real humans and communicate with authenticity, supporting their messages with evidence and choosing the right mix of channels to reach those who matter most.

If your organisation is planning a major campaign, launching a new initiative or looking to strengthen its reputation, contact Mark Ferguson at More Fire PR.