If you talked to a person who worked in public relations thirty years ago they would probably tell you that the task of creating good public relations is much more complex today than it was in the past. It used to be that a public relations agent could use his or her various contacts in TV and Newspaper to create a favorable perception of a company with very little difficulty. Public relations workers used to focus on their contacts in different media channels more than anything else. Today with the arrival of the internet and the splintering of the sources through which people watch news and entertainment, the job of a public relations worker has gotten a whole lot trickier. Today, there are agencies such as, www.catapultpr-ir.com, which handle public relations matters with a team of different specialist from many different areas. Below we are going to go over why some public relations tasks are becoming more complex.
The modern PR agency has to deal with way more diversity while doing their job. It used to be very easy to determine which shows, and which media channels were used by which specific group of people. In the old days they used to break the demographic into men and women over thirty five, teens and children. Today there has to be a lot more attention paid to exactly what demographic the PR campaign is aimed towards. The country’s economic power and therefore relative consumer buying power has been divided into hundreds of different factions. If a company wants to create public relations that will win them favor with their client, let say women in their late 20s, they have to find out what that exact group of people is watching and listening to, and that information is not likely to be pertinent to any other demographic. Products and ideas have to be created for a very specific group of people today, and PR efforts that are off by the smallest fraction, could be a total waste of money.
Public relations are also getting more complex because the modern consumer is more involved in things surrounding a company which might not relate directly to the company’s products. There was a time when the consumer only cared about the products that a company sold, if the products were a good price and a good quality, but today people want a company that doesn’t conflict with their worldview. A beverage company might have to be very careful about the presidential candidate they support, because if their customers don’t share the same view as them on the subject, the company could lose a huge portion of their client base. Modern day companies need PR teams to investigate not just what their clients want to see in terms of product perception; they need to know how they feel about key world topics. There is now a physiological aspect to public relations which didn’t exist in the past and has made the task of creating good PR for a company much more difficult than it used to be.