In the past decade, we’ve witnessed a lot of developments in the public relations (PR) industry brought about by the rise of the Internet and social media. We’ve seen news delivered faster than ever – in bite-sized pieces. The lifespan of a news story has also become short lived but it has the potential to reach thousands of eyeballs within minutes.
Social media’s impact on the PR industry has enabled newfound opportunities such as easier access to journalists and influencers. However, just like a double-edged sword, that also came with bigger challenges. Social media interactions happen 24/7, in real time. This means customers expect an immediate response from your company when they have a concern or a question.
In this article, we’ll tackle how your industry peers are leveraging social media for PR, and highlight opportunities to help you benchmark your offerings this year.
PR pros are becoming more ‘social’ than ever
The recent State of PR 2020 report reveals that PR professionals no longer focus only on media relations and press offices. Instead, social media management (77%) and content marketing (77%) have emerged as the top offerings. Next on the list are influencer marketing (67%) in the form of competitions/discounts and event attendance to boost PR campaigns, followed by link building for SEO (56%) as it becomes more intertwined with digital PR.
As the industry continues to adapt to this digital-first world, we can no longer ignore the role marcomms & PR pros need to play when it comes to social media and content strategy. With this evolving scope comes a stronger need to be able to prove the value of PR to stakeholders. In Asia Pacific, while vanity metrics such as potential reach/impressions and engagement are still widely used, PR pros are slowly looking at metrics like sentiment analysis and share of voice as well.
Social analytics usage on the rise
Social listening was once something almost exclusively used by social media managers and data/research roles. Today, PR professionals account for 33% of the users globally with primary needs relating to reputation management, PR measurement and ultimately, promoting their brands.
Reputation management is one of the most important facets of public relations. With companies needing to be prepared at all times to react and respond to potential issues on social media that could put their reputation at risk, crisis communication is increasingly becoming a crucial aspect of PR.
According to the report, Asia Pacific marcomms and PR pros (next to Middle East) are likely to use more than one social listening tool to make sure they are able to track different data sources, access different offerings (such as influencer analytics, media coverage), and accommodate different client preferences.
Out of all the markets within the Asia Pacific region, Australian professionals are also inclined to use multiple tools particularly to test different technology capabilities according to the data presented in the report.
There are, however, some key opportunities that most marcomms and PR pros are still missing such as leveraging social data for newsjacking, executive positioning and pitching new business.
In Australia for instance, 17% say they are using social analytics for executive positioning, which is higher than the UK (11%) and Germany (14%), for instance, but still well below the global average. Could this be an opportunity that’s worth exploring this year?
The report also noted how social analytics are used for regular PR reporting, which usually includes the following:
● 67% social media analytics
● 52% demographics
● 52% media coverage
● 41% sentiment analysis
● 40% image & video analytics
● 38% share of voice
● 38% influencer analytics
● 25% emerging trends
Ultimately, in the face of an abundance of data sources, having a single source of truth that combines all insights in one place emerges as a challenge that resonates globally.
Download the State of PR 2020 to get a more detailed analysis and understand the key developments that are shaping the PR landscape in Australia and rest of the world – based on a survey by market research firm YouGov together with listening & analytics platform Talkwalker.
Christine Aguilar leads digital marketing and communications for Asia Pacific at Talkwalker.
Talkwalker is a listening and analytics company that provides companies with an easy-to-use platform to protect, measure, and promote their brands worldwide, across all communication channels. Talkwalker’s state-of-the-art social media analytics platform uses AI-powered technology to monitor and analyze online conversations in real-time across social networks, news websites, blogs and forums in 187 languages. For more information, visit https://www.talkwalker.com.