What are the streams PR people can diversify in?
If they feel they have reached a saturation point in the PR profession
When the PR profession reaches a saturation point, PR professionals can consider diversifying into several streams to leverage their skills and knowledge. Here are some potential areas where PR practitioners can explore:
PR professionals can adapt their skills to digital marketing, including social media marketing, content creation, search engine optimization (SEO), and online reputation management.
Branding and Brand Management
Building on their expertise in shaping public perception, PR practitioners can specialize in branding and brand management, helping companies establish and maintain strong brand identities.
Crisis Communication and Reputation Management
With their experience in handling sensitive issues and managing public perception during crises, PR professionals can focus on crisis communication and reputation management, becoming experts in mitigating and resolving damaging situations.
Content Strategy and Content Marketing
PR professionals can transition into content strategy and content marketing roles, creating compelling and engaging content across various platforms to reach and engage target audiences. This way they can also leverage their existing contacts and connections with News Editors and Journalists from News Websites including New-Age websites, Legacy websites and Veteran websites. However, Content Marketing, especially in its paid news format has its pitfalls which are necessary to consider.
Sponsored Content, or Paid News, refers to the practice where media outlets are paid to publish articles endorsing a specific product or service under the sphere of Content Marketing. This approach has faced criticism due to its unethical nature, as it can mislead readers into thinking these articles are genuine news reports.
Previously, the Indian government implemented measures on social media platforms to promote transparency and protect users from being deceived by paid promotions masquerading as authentic content.
Given their understanding of media relations, PR practitioners can delve into social media influencer relations, collaborating with influential individuals in specific industries or social media platforms to promote products, services, or causes.
Corporate Social Responsibility (CSR)
PR professionals can specialize in CSR, working with companies to develop and implement impactful social and environmental initiatives while effectively communicating these efforts to stakeholders.
Leveraging their organizational skills and ability to coordinate multiple stakeholders, PR professionals from Corporate PR firms and Entertainment PR agencies can venture into event management, planning and executing corporate events, conferences, product launches, and other promotional activities.
PR practitioners can shift their focus to internal communications, working closely with organizations to ensure effective communication and engagement with employees, improving employee morale, and fostering a positive corporate culture.
PR professionals can specialize in public affairs, working with governmental bodies, public institutions, or NGOs to shape public policy, facilitate advocacy campaigns, and manage public perception on important societal issues.
Strategic Communications Consulting
PR practitioners can offer strategic communications consulting services, become spokespersons, or provide advice and guidance to organizations on their overall communication strategies, messaging, and stakeholder engagement.
Insights about Adaptability and Emerging Trends
Remember, these streams are not exhaustive, and PR professionals can also explore other related fields based on their interests, skills, and market demands. An interesting detailed Case Study on Bollywood Roundup website explains ‘How Bollywood PR has evolved over the last 25 years‘. It shows how Entertainment PR has transformed from simple propaganda to a well-known strategy of media manoeuvres. The author explores Bollywood PR over the last 25 years, and provides a glimpse into the individuals and circumstances that have shaped this modern form of entertainment public relations. One could use it as a reference for adaptability, continuous learning, and staying updated with emerging trends are crucial for professionals looking to diversify in a dynamic industry.