Ellie Kay explores why a global approach to communications is needed in today’s fast-paced and connected world
With a shift in the media landscape and globalisation, information is disseminated through various channels at a much faster rate than ever before, making it also much more challenging to control information. In today’s increasingly connected and fast-paced world, a global communications approach for brands is the way forward and almost inevitable.
Media outlets used to consist of traditional TV, radio, and print within a target market, but today we are dealing with dynamic platforms and digital channels where influencers and spokespeople spread information and reach consumers globally and instantly. Conventional ‘old school’ media outlets have had to adapt and expand to include digital extensions to keep up with the shifting media landscape and reach, and in some cases, replace traditional reporters and news personalities with influencers and regular people.
The role of PR used to be focus on media relations. Now it can play a very big picture strategic role, particularly in defining and driving the brand. The growing demand to gain competitive advantage in today’s digital world is driving the public relations industry and forcing it to also adapt a more strategic and global approach.
The digital world has changed and will continue to change the public relations industry. Digital platforms have introduced us to a slew of new ways to communicate with reporters and channels to pursue. As a result, PR is no longer just about communicating a message with an audience. Rather, it is about having a conversation with audiences located in different parts of the world.
Just like the definition of PR has evolved overtime from simply media relations and placements, so has the role of a brand’s publicist to now having a higher strategic role as builders and protectors of brands and reputation and an understanding for how to engage key audiences no matter where in the world or when.
Today’s interconnected world of communications suggests a demand for truly global agencies — agencies with an international remit and network of contacts, a multi-market footprint, the culture and infrastructure to seamlessly connect the pieces, and local expertise rooted deeply in markets worldwide – a global approach.
In a fast-changing and unpredictable world – where news and events can race across time and space – the global integration of public relations increases communications efficiency, strengthens brands and manages crisis and disruption.