The digital age brought with it a less personal approach to work ie- remote work, more technology for online communication, and, arguably, more headaches having to figure out the learning curve of the plethora of communications options available. While technology may have made it easier for employers to source talent, have they failed to ask themselves how this affects client relationships with employees?
A new decade brings a new generation to the workforce, adding new ideas and values to the PR agency. While it's largely celebrated, older clients and stakeholders in corporations note a growing lack of personalization, saying they grow weary of Millennials and GenZ handling their accounts due to the lack of personalization that's given to the accounts- they meet with the client once and seemingly disappear, only contact the client via email or other communication services. The PR pro who makes an effort to schedule and attend one-on-one meetings to provide strategic, well informed deliverables will rise to the top.
In an article published by PR News, Steve Cody, Founder/CEO of Peppercomm, notes that this lack of a personal touch and one on one meetings will lead companies to build stronger, better in-house PR departments, which will increase pressure on agencies to not only act as a tactician, but act as a strategic counselor as well. PR pros must be informed on all aspects of their accounts, including their online presence and the metrics behind that.
Artificial Intelligence (AI) has largely improved online monitoring of a client's presence, and AI technology can only continue to become more pervasive. With that comes the need for PR pros to be more versed in analytic software, or hire someone for this specific purpose. AI is so incorporated into analytic software that there are even AI-backed tools for crisis management, which, as politics, ethics, & social issues become more sensitive, will increase the need for crisis communications and software to support it to be available.
Crisis communications has become increasingly important in 2019, as seen by the current political environment in the US. As the social environment we live becomes more volatile, companies will see a rise in employee activism, in addition to the need for crisis communications since Millennials and GenZ become increasingly in-tune with social responsibility; this will sound a call for employers to become more involved with their employees. Being in tune with your employees needs, concerns with social issues and social activism, and getting to know employees on a personal level will keep your well-curated team of professionals happy and more productive.
Speaking of getting personal, the PR pro's relationship with the media will also have to be more personal in 2020. John Walls, Director of Communications & PR for Neiman Marcus Group, notes that publishers have begun downsizing and outsourcing editorial content so reaching out the right contact with a hyper-personal pitch and angle will be key to landing quality coverage. AI, mail merge, and automated mail services dominate the field in getting messages out en masse so slowing down, doing your research, and tailoring pitches to the style of writing and scope of interest of the journalist will become increasingly important in cutting through the "clutter".
While it's easier to send out a mail merge, make a phone call, or engage with clients on another communications service, one-on-one meetings will become increasingly important to gain the trust of clients as Millennials & GenZ dominate the workforce. If PR agencies are to continue to thrive and compete with growing in-house PR departments, agencies must focus on taking customer service over the top. Too, PR agencies need to verse themselves on the increasingly pervasive AI software available to them as PR evolves. In addition to the evolution of AI software, an evolution of the workforce is happening as well; Millennials & GenZ have a greater focus on interpersonal relationships and value a close relationship with their team and leaders. A focus on interpersonal relationships will inevitably help forge deeper connections with the media, hopefully circling back to a "pre-tech" level of closeness.
