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 you click to a web page how often do you notice the adverts that surrounds the content you’re interested in? One in ten? One in 20 times?
It may be a crude approach but banner advertising is the established – if unspectacular – way publishers generate the bulk of their online revenue.
But as mobile usage increases publishers have found it hard to innovate the humble banner ad and link valuable click-through info to customers; couple that with increasing consumer ‘blindness’ to banners and you have a system in need of overhaul.
This article first appeared in Press Gazette
Apart from the money, what is the attraction to for journalists to swap media jobs and work in PR?
After all, journalists perceive themselves as troublemakers: news is what people don’t want you to print. The aim of PR is to achieve the opposite.