The Key Shifts Reshaping PR Strategy: Technology, Business Acumen, and Internal Communications
The public relations and communications industry has undergone a remarkable transformation over the past few decades. From the early days of simply helping organizations share their news to the current focus on driving business outcomes, the field has evolved in ways that few could have predicted. This evolution in PR strategy highlights the growing importance of adaptability and alignment with business objectives.
In a recent episode of the “Can You Hear Me?” podcast, Ron Culp sat down with hosts Eileen Rochford and Rob Johnson to share his insights on the evolution of PR and communications strategy. Drawing on his extensive experience and deep knowledge of the field, Culp painted a compelling picture of how the industry has changed over the past few decades, and what it takes to succeed in today’s fast-paced, data-driven business environment. From the rise of technology and the growing importance of business acumen to the shifting focus on internal communications and the enduring value of relationships and networks, Culp’s observations offer a roadmap for navigating the challenges and opportunities facing PR and communications professionals today.
The Early Days of PR Strategy
When Culp first entered the field, PR was primarily focused on helping organizations share their news with key stakeholders. “Over the past four decades, public relations has evolved from essentially helping organizations share their news with major stakeholders. Today it is all about helping those organizations make things happen,” Culp said. This shift marks the transition from a purely communicative role to a strategic function that directly impacts business outcomes. PR strategy now plays a crucial role in driving brand reputation, engagement, and revenue generation.
The Seismic Shifts Evolving the Current PR Strategy Landscape
As the industry has evolved, three seismic shifts have emerged that are transforming the way PR and communications professionals work. These shifts, driven by advances in technology, changes in business priorities, and a growing recognition of the importance of employee engagement, are reshaping the skills and strategies required for success in the field. These changes indicate a redefined PR strategy, where the focus is not just on external communication but also on internal alignment and data-driven decision-making.
“The marketing and communication industry is at another inflection point, much like our world is. The industry is no longer where it used to be 30 years ago,” Rochford said. As a result, PR strategies now need to incorporate broader business goals, driving value for the company rather than simply managing its image.
The Rise of Technology and Data in PR Strategy
One of the most profound changes in the industry has been the rise of technology and the growing importance of data and analytics in shaping PR strategy. “Looking back to the past, communications and PR was built off a gut reaction and impressions, but now it is important to back those gut feelings and ideas off of data and the hard facts of what this business will get in return from your ideas,” Culp said. This data-driven approach allows PR professionals to create more targeted and effective strategies that align with key business outcomes, from increasing brand awareness to boosting sales.
In today’s competitive landscape, PR strategy is as much about tracking metrics and analyzing audience behavior as it is about crafting compelling narratives. The ability to measure the impact of PR efforts on business objectives has become a critical component of success.
The Growing Importance of Business Acumen in PR Strategy
Another significant change in the industry has been the growing emphasis on business acumen over traditional communications skills. In a recent book co-authored by Culp and his colleague Matt Regas, they surveyed chief communications officers (CCOs) from around the world to gain insights into the evolving demands of the profession. The results were striking.
“Ten years ago, the skill that was prioritized in the communications field was writing, organizations wanted to make sure that they were hiring people that knew how to write. Now, most people are getting by on that front, but even so, that isn’t the skill that is most needed or desired in this industry,” Culp said.
Instead, the top skill that CCOs now look for in their hires is business acumen. “Now ‘business acumen’ is prioritized, meaning businesses and hiring managers are looking for people that understand what drives a business, how the business makes money, how the revenue is being generated, and of course why that is important to society,” Culp said. Understanding the financial landscape and aligning PR strategy with business objectives is essential for PR professionals looking to stay relevant in today’s rapidly evolving market.
Culp’s research reflects the growing recognition that PR and communications professionals must be able to speak the language of business and demonstrate the value of their work in terms that resonate with senior leaders. A PR strategy built on business acumen enables professionals to advocate for the value of communication efforts in measurable terms, such as ROI or revenue growth.
The Shift to Internal Communications in PR Strategy
Perhaps the most surprising change in the industry has been the growing importance of internal communications. As businesses become more reliant on their employees to drive success, internal communications has emerged as a key area for PR strategy. “Going to market, let’s tell everyone how great we are, needs to be thought about if it can be backed up,” Culp said.
Employees now play a critical role in driving business success, and their engagement with the company’s mission and values is paramount. Culp provides a compelling example of this evolution from his time working with Arthur Martinez, the former CEO of Sears. Culp recounts a survey he conducted of store employees, asking who they thought the CEO of Sears was. While the correct answer was Martinez, the survey results showed that the store managers were overwhelmingly seen as the “CEOs” of their locations.
When Culp presented these findings to Martinez, the CEO responded, “Bingo, it’s working.” This anecdote underscores the importance of effective internal communication in ensuring that employees at all levels of the organization are aligned with its goals and values.
This shift toward internal communications reflects a broader PR strategy focused on organizational culture, employee advocacy, and alignment between leadership and staff.
Navigating the Future of PR Strategy
As PR and communications professionals navigate the remarkable transformation of their industry over the last few decades, it is essential to stay curious, adapt to new technologies and ways of working, and focus on driving business outcomes. By doing so, PR professionals can stay ahead of the curve and position themselves for success in a dynamic, data-driven environment.
“Largely, it is important to understand and embrace the vast amount of technology and how to use it and make it indispensable to your organization,” Culp said. This adaptability, combined with a robust understanding of business dynamics, will shape the future of PR strategy.
By doing so, PR, marketing and communications leaders can position themselves for success no matter what change lies ahead. We encourage you to check out the full conversation with Ron Culp in episode 62 of the “Can You Hear Me?” podcast.