Whether the job title is Chief Communications Office, Head of Content or Director of Corporate Affairs, the day-to-day tasks in-house professionals in the public relations industry are asked to perform are undergoing fundamental change.
Across sectors as diverse as retail, financial services and health, the nature of PR jobs is being redrafted by the inevitable rise of digital technologies. New skills are needed at the highest level so businesses can compete in a world where new forms of communication are increasingly important.
When it introduced its paywall in August, The Sun became the first tabloid in the UK to charge for online content. For £2 per week, users are granted access to the newspaper’s website and its smartphone and tablet apps.
The Sun’s publisher, News UK, has previously taken sister titles The Times and Sunday Times behind a paywall, so the move was not wholly unexpected. However, taking The Sun behind a paywall was considered a gamble by some, given how News UK needs the publication to generate cash to support the wider business, and the wildly different approaches being taken by its closest rivals.
One of The Sun’s big online rivals, Mail Online, is now the world’s most popular newspaper website. It has achieved this by remaining an open site, where revenue is created by the scale of its audience.
Introduction of the paywall at The Sun also had the effect of handing The Mirror newspaper an immediate boost to its web traffic, which it sought to capitalise on with an aggressive marketing campaign intended to hoover up disaffected Sun readers who still wanted to get their news for free.
In a move to drive users to take up subscription, News UK bought rights to show Premier League highlights on The Sun’s and The Times’ online, mobile and apps platforms, in the summer of 2013.
Thanks to staggered release schedules, we’ve been robbed of a good old-fashioned console war for several years now. But, with Microsoft and Sony launching the Xbox One and Playstation 4 within a few weeks of each other in November, the tail end of 2013 once again presented the opportunity to put the devices back to back. So, which of these two consoles won Christmas?
Libor, PPI, and high-profile stories about boardroom incompetence have done little to end the public beating dished out to the finance industry during the economic crisis. If that wasn’t bad enough, the sector’s pedestrian approach to content marketing seems to have done little to help win back old sympathies or convince new customers of its trustworthiness or expertise.
In part, the problem is one of justified anxiety. Perfectly reasonable fears about breaching regulations and falling foul of one penalty or another have fed a culture of risk-averse marketing in the financial sector. Consequently, everything has a beige hue and fails to light the imagination.