Jobs in the public relations field are often regarded with a certain air of mystery. What goes on behind closed doors? Does social media really make a difference in a communications program? Is PR as dramatic and sexy as Olivia Pope makes it look on “Scandal” each week?
As PR pros, we know the truth behind these perceptions, but we still find ourselves encountering myths from time to time, particularly as they relate to digital media.
Vocus and Market Connections’ The State of Public Relations 2014 report reveals the truths of PR today. Here’s a sneak peek into some of the top myths and their corresponding realities:
Myth 1: Content Is King – And Everyone Knows It.
Everyone may “know it,” but they aren’t strategizing for it. “Content marketing” could easily be one of the biggest buzzwords in the industry.
Reality: Our research determined that only 60 percent of PR pros have an actual content marketing plan in place, meaning 40 percent are missing out on realizing better results for their businesses and clients.
Myth 2: Everyone Is Fully Embracing New Digital Tactics.
Online wisdom dictates that PR and marketing professionals are taking full advantage of social media, owned content, native advertising (take a look at Netflix’s latest foray into the trend) and other industry tactics.
Reality: The numbers don’t lie – PR practitioners aren’t using all the online tools they have at their disposal. Only 53 percent of practitioners use content marketing, while fewer than 49 percent engage in SEO. Even more troublesome, only 34 percent of PR pros have a mobile engagement plan in place.
Myth 3: Blogging is Essential.
Having a blog presence is a vital means of spreading your message and expanding your reach.
Reality: Survey respondents consider blogging to be the least effective of all distribution channels. Only 35 percent rate it a 4 or 5 (most important). The majority score websites, emails, events, social media and media relations as their strongest distribution channels.
As the PR industry continues to adopt digital practices, more myths and new realities are likely to arise. Armed with Market Connections and Vocus’ insights and information, you’ll be able to navigate the myths and realities of PR, as well as use PR to its fullest potential, now and in the future.
Digital and social media are transforming public relations, but how much of an effect are they really having? Learn about the current state of PR with Market Connections’ The State of Public Relations report, sponsored by Vocus.