Entirely Marketing

CHESHIRE MARKETING NEWS


Firework on the future of PR


The future of PR - how far have we come as a profession and how is the landscape changing for us all?



Firework on the future of PR

We were recently invited to contribute to an article on the future of PR, the industry all our Fireworkers are passionate about and one that still excites us after all these years in the job. It was an opportunity for us to reflect on how far we’ve come as a profession, and consider how the landscape may change for us all in the coming years. So, what did we talk about?

Data-driven, targeted and highly personalised

Already at the heart of story-telling, we believe PR will walk firmly into the centre of sales operations – why? Because people don’t want to be ‘sold to’ anymore, they want to be engaged.

This view of PR as a means of story-telling has been gaining momentum and precedence in recent years, as canny consumers and savvy business people want to be convinced by engaging and relevant ‘stories’ that resonate.

PR will transform the way organisations sell, with sales and marketing merging into data-driven communications delivered by PR. PR will become even more tailored to provide relevant twists of the same story to resonate with targeted individuals – these being the people that their client or – if in-house – their organisation wants to engage with more closely and ultimately, persuade to act – be it purchasing, donating or supporting.

Day-to-day PR will become acutely targeted – compelling content will remain key but each piece will be personalised to the needs of the particular journalist, industry body or blogger.

The ‘pincer-grip’ comms journey is already underway, placing PR at an incredibly strategic place in savvy organisations who are brave enough to challenge the norm.

Harnessing the power of social listening and digital storytelling

Once deemed as a ‘nice-to-have’, output on social channels is becoming a prerequisite for effective engagement. Simply firing out a press release to hordes of journalists has never been good enough but it’s simply not acceptable these days; consumers consume in so many different ways, that it’s become a critical job of a PR professional to identify and target as many potential touchpoints as possible, in the right way. 

"Increasingly, PR professionals will find themselves advising CEOs on overall business strategy, while building vital relationships with influencers in order to help deliver the business' ambitions"
Andrea Hounsham, Director



These days, it’s less about the number of likes you can get, and more about the number of valuable interactions you can stimulate, allowing you to illustrate the business’ personality in the online world, while building vital relationships with new audiences looking for instant gratification.

It’s clear that digital’s dynamic environment, from social listening to storytelling, can offer a more immediate platform for communicating and engaging with audiences. It is arguably one of the profession’s most important trends that could impact the future of our industry.

The future will not only see social comms form a more significant part of an organisation’s strategy, it will see the digital audience become a participant in spreading the word via shareable engagement and content. 

A strategic presence in the boardroom

We’re no longer the ones who simply ‘f*nny around with press releases’, far from it; as a profession, we’ve earned our place in the boardroom, with our ability to think strategically, build solid relationships with stakeholders, both internal and external, and create value add content that supports the marketing teams as well as the media we want to influence.

Our role is to turn a business objective into an opportunity to tell a story in a way that our audiences want to digest it. Only by cementing our position as a senior advisor, rather than facilitator, can we be sure of success.

Increasingly, PR professionals will find themselves advising CEOs on overall business strategy, while building vital relationships with a whole host of influencers in order to help deliver the business’ ambitions.

As we continue to ride the wave of this digital revolution, it’s become quite clear the important and evolving role PR plays in every successful business. We’re certainly excited about what the future holds for our beloved industry, as well as the new skills we are perfecting every day in response to it.

Our future is social, it’s engagement, it’s viral and it’s influential – when combined with overall business objectives, it’s also powerful. And there’s nowhere else us Fireworkers would want to be!




DISCLAIMER: The statements, opinions, views and advice expressed in this article are those of the author/organisation and not of ENTIRELY. This article should represent information correct at the time of publication however whilst every care has been taken to present up-to-date and accurate information, we cannot guarantee that inaccuracies will not occur. ENTIRELY will not be held responsible for any claim, loss, damage or inconvenience caused as a result of any information within this article or any information accessed through this site. The content of any organisations websites which you link to from ENTIRELY are entirely out of the control of ENTIRELY, and you proceed at your own risk. These links are provided purely for your convenience and do not imply any endorsement of or association with any products, services, content, information or materials offered by or accessible to you at the organisations site.





Get The Entirely Weekly Brief In Your Inbox


Add my business skills



Smith & Smith PR


Smith & Smith PR is a South Manchester public relations agency based in Hale, specialising in consumer, B2B and technical communications. It delivers high-impact technical, trade and professional service PR, inbound marketing, thought leadership, crisis management and social media campaigns that deliver results.






PR The Write Way


PR The Write Way is a Public Relations consultancy, set up by former journalist Angela Belassie. Through widespread media coverage, your organisation will be visible and recognised in your market. This will reassure your existing clients and is very attractive to new clients. Angela Belassie prides herself in getting results without the agency price tag.






Skout PR

PR agency


Skout is a specialist B2B communications and PR agency based in Cheshire, helping its clients build stronger business relationships, exceed marketing goals and sell more, through PR, content programmes and integrated campaigns.






Good Relations Regional


We’re a talented and innovative PRconsultancy with a wealth of experience and a raft of bright, new ideas. we’re committed to doing a great job for our clients and we work hard on our industry understanding, contacts and expertise to make sure we can offer you the very best PR solution for your product or service.






Zeus PR


Zeus PR and Social Media Agency, with offices in Manchester and Cheshire, offers cost effective, targeted and closely monitored strategies to reach and engage with your target customers, building your brand.






RECOMMENDED FOR YOU ON ENTIRELY NORTH WEST

Return grows its Manchester team with Marketing Director appointment

Return grows its Manchester team with Marketing Director appointment


FlowerdewClarke joins the agency from Building Blocks part of Dept where she held the same position, and brings with her over a decades experience of global, B2B lead generation in sectors including professional services, retail, FMCG, technology, construction, and the arts






Bay Dental Team to Complete 24 Hour Bicycle Race for Charity

Bay Dental Team to Complete 24 Hour Bicycle Race for Charity


The team will be raising money for childrens charity Together for Short Lives.The charity aims to provide the best care and support for children and young people who are expected to have short lives.Neil Entwistle, partner of






91% of the North West held back from embracing 'green' technologies




Ten start-ups have successfully graduated through the programme this year

Ten start-ups have successfully graduated through the programme this year


An event to showcase some of the startups being supported through UMIPs The University of Manchesters technology transfer office






Wigan company gets 'key to the door' to celebrate its milestone 18th birthday

Wigan company gets 'key to the door' to celebrate its milestone 18th birthday


A Wiganbased digital agency has got the key to the door to celebrate its milestone 18thbirthday.ATTAIN Digitalhas seen year on year growth over almost two decades and has started the celebrations for its birthday with an office move to Atlas House, Caxton Close, Wigan






Inaugural Northern Blog Awards Hosts Regions Top Influencers in Manchester

Inaugural Northern Blog Awards Hosts Regions Top Influencers in Manchester


Finalists range from the likes of fashion blogger Megan Ellaby and vlogger In The Frow to emerging blogging talent and social influencers, all of whom will be recognised in a glittering ceremony with more than 100 top bloggers already registered to attend and circa 70,000 nominations and votes






Leading home security business launches half a million pound campaign

Leading home security business launches half a million pound campaign


One of the countrys leading home and commercial security specialists is investing over half a million pounds in a new awareness campaign, including a series nationwide tv and radio adverts over the next 12 months






LeasingOptions.co.uk Presents New Terrace at Lancashire County Cricket Club

LeasingOptions.co.uk Presents New Terrace at Lancashire County Cricket Club


LeasingOptions.co.uk, one of the UKs leading car leasing companies, has unveiled a new stunning terrace at Emirates Old Trafford, home to Lancashire County Cricket Club.Manchesterbased, LeasingOptions.co






BFWCU invests in bright future with leadership scheme

BFWCU invests in bright future with leadership scheme


A Blackpool, Fylde and Wyre Credit Union BFWCU employee is one of only 20 young people in the UK to be accepted onto a prestigious training programme which is strengthening the credit union sector by developing young talent






Kirwans law firm develops in-house talent with four new training contracts

Kirwans law firm develops in-house talent with four new training contracts


A law firm celebrating its 70th anniversary this year has awarded four of its legal clerks training contracts in a bid to nurture a new generation of solicitors






The Sky's the Limit for Manchester-based LeasingOptions.co.uk

The Sky's the Limit for Manchester-based LeasingOptions.co.uk


Two members of staff from Manchesterbased LeasingOptions.co.uk, will be taking to the sky on Friday 1st September, to raise money for the Once Upon a Smile charity






Manchester-based part-time coding course launched

Manchester-based part-time coding course launched


The 25week long Accelerate Flex programme is a remotely taught fullstack JavaScript course. It is designed to get passionate beginners into entrylevel software engineering roles. Northcoders graduates enjoy an average starting salary of almost 25,000






Get The Entirely Weekly Brief In Your Inbox


Add my business skills



Manchester Metropolitan University

Business School


Manchester Metropolitan University MMUs Business School, part of the Faculty of Business and Law, is one of the UKs top Business Schools which offers high quality taught responsible management and business courses with professional accreditation and transformational applied research. At Manchester Met, our MBA programme will teach you all the skills you need to move to the next level of your business career. Our engaging course can be tailored to suit your goals with a choice of modules.






WhiteNoise Media

Online Video Marketing


WhiteNoise Media are experts in making your story move audiences. WhiteNoise Media use world class filmmaking and online advertising with cutting edge digital skills to produce online video marketing campaigns that move audiences and create customers. From broadcast TV commercials to fully integrated animation campaigns, we bring brands to life across every imaginable channel and device.