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The Future is Now: Public Relations 4.0 and Beyond

 

Public Relations (PR) is similar to the beacon that guides a ship through stormy seas, ensuring it stays on track and arrives safely at its destination. Helping every brand, whether corporate or personal, build positive reputation, create awareness and maintain mutually beneficial relationships amongst others, public relations is a management function that cannot be ignored especially in this internet age where reputation can easily be dragged to the mud just by the tapping of keypads from anywhere, at any time. This communication field, has however evolved throughout time with different practices at different phases. The way public relations used to be practiced in the past is different from the way it is practiced now and there is no doubt that there will be some changes in the future. It is interesting to note that recent trends and practices in the industry were once envisioned as future trends and in this ever-changing world, the future of PR promises to be an exciting journey of innovation, redefined practices and adaptation of current trends. However, what was PR like in the past and how has it progressed to this time and age?  Arief in his 2019 study, “Public Relations in The Era of Artificial Intelligence” classified this progression into four phases.  – Public Relations 1.0, Public Relations 2.0, Public Relations 3.0 and Public Relations 4.0 generations.

 

To buttress, generation 1.0 made use of traditional media and channels. The focus during this phase in PR was primarily on conveying information via mass media channels. With the advent of the internet, public relations 2.0 emerged. This era allowed for  interaction and discourse between organizations and their publics. Emails were of great use in this phase. Unlike public relations 1.0 that utilized one-way communication, here, organizations through PR professionals, could engage with their target audience thanks to the rise of the internet. However, the evolution of the public relations landscape did not stop there. The public relations 3.0 era was more engaging. It saw PR professionals building strong positive relationships with stakeholders, utilizing storytelling, and understanding the audience's point of view, all of which were made possible by the rise of social media and smartphones. Citizen journalism, corporate journalism or employee journalism were activities that emerged during this period. Finally, the fourth developmental phase of public relations, generation 4.0, incorporates all aspects of public relations 1.0, 2.0, 3.0, and disruptive technologies. This phase is driven by big data, automation, and artificial intelligence. This is not surprising as the public relations 4.0 generation is linked to the fourth industrial revolution (industry 4.0) which is the current digital era – the age we all live in presently.

 

Undoubtedly, technology has revolutionized (as seen in the developmental phases of public relations over the years - 1.0 to 4.0) and is still transforming the public relations field. Although, what is the future like for public relations in terms of technology? In a world where the pace of change accelerates with each passing day, PR would definitely be impacted by disruptive technologies. The use of chatbots, virtual assistants, content generation tools and predictive analytics tools all powered by Artificial Intelligence (AI) and Machine Learning (ML) is constantly on the rise in the industry. Also, interactive and engaging PR campaigns as well as virtual media conferences, webinars, virtual product launches, etc. all driven by Augmented Reality (AR) and Virtual Reality (VR) are now the order of the day. Automated PR Campaigns, personalized messages enabled by the Internet of Things (IoT) as well as targeted campaigns, customer/target audience insights, performance tracking all facilitated by Big Data and Advanced Analytics are being used for effective and efficient public relations activities. 5G Technology, Cloud Computing and Blockchain Technology are also types of disruptive technologies that has revolutionized public relations. The use of public relations management software is also on the rise. Certainly, all the aforementioned cutting-edge technologies are still reshaping the way PR is done, and will definitely redefine the public relations terrain in future especially with emerging technologies.

 

In addition, these innovative technologies have made it easy for information to spread round the world with so much speed. The way news/information spread across continents in the blink of an eye and the way ‘receipts’ (evidences) are readily available in this digital age, calls for a proactive approach to crisis communication. Before a situation turns into a crisis, it first becomes a trend, then it escalates into an issue for the brand after which if not handled effectively and efficiently at any of the first 2 levels (trend or issue), becomes a crisis for the individual or organization. Public relations professionals therefore need to continue to have a crisis communication plan or strategy readily available in case of any issue that might want to spring up. They will need to be exceptional at handling various online crises, managing online and offline reputation and enhancing open and honest communication with their publics during crises.

 

Technology aside, with sustainability being championed in every industry in the world today, the role of public relations in fostering a sustainable environment is ever more important. We live in an era where environmental consciousness and human development/empowerment are not just trends but necessities. PR professionals are continuously creating narratives that highlights the commitment of their organizations in alleviating poverty, stopping inequality, ensuring eco-friendly/greener practices and more. These efforts by organizations, usually made through Corporate Social Responsibility (CSR) initiatives/projects and sustainable practices in  their business operations are most times amplified by PR and Communications professionals and this is not stopping anytime soon. PR professionals will therefore need to continue to champion CSR efforts that align with the United Nations’ Sustainable Development Goals (SDGs) and continue to amplify their sustainable practices to inspire and drive positive change in the society.

 

Furthermore, the lines between public relations and its related disciplines – marketing and advertising are gradually getting blurry as professionals in these fields now incorporate tools and tactics from each other. Advertising professionals now integrate a bit of PR and marketing in their activities, marketing professionals also incorporate a bit of advertising and PR and vice versa. This practice, known as an integrated marketing communication approach, helps to provide a more holistic and cohesive strategy to their activities and is getting more prevalent in the industry. Though, public relations is not marketing, neither is it advertising, in the future, we can expect to see more PR activities that incorporate little elements of marketing and advertising. With the strategic integration of these disciplines, public relations professionals can create more comprehensive and impactful PR strategies that drive results.

 

From the traditional principles of Public Relations 1.0 to the transformative impact of Artificial Intelligence (AI), Virtual Reality (VR), Big Data, Internet of Things (IoT), Cloud Computing  etc., in  Public Relations 4.0, the field has continuously evolved to meet the demands of a digital age. In conclusion, the evolution of public relations has been a journey characterized by adaptation to technological advancements and a deepening commitment to driving societal change, building positive relationships/reputation and integrating communications. Public relations professionals therefore need to adapt and be up to date with current industry trends and practices. They also need to keep upskilling to perform effectively and efficiently at their roles. In the light of all the increasingly prevalent trends and practices mentioned above, it is therefore safe to assert that the future of PR is now.