Jarone Ashkenazi, an Account Manager at Los Angeles based tech public relations firm PMBC Group, was recently featured in Fast Company for an article he wrote, offering commentary on the future of public relations. Ashkenazi’s piece focuses on the constant evolution of modern day public relations and how the relationship between organizations and their audience has changed.
Ashkenazi brings social media to the discussion and describes how these emerging outlets and social media platforms, such as blogs, Facebook and Twitter have influenced the transition and change between those crafting the messaging and communication with those of the public. It is no longer a one-way conversation where an organization sends a message and the audience simply absorbs it; rather, social media platforms have created a demand for PR professionals to include the audience in the dialogue and create a shared experience.
The piece describes how PR methods such as brand journalism, visual media and marketing and niche influencing engage audiences and help them feel more connected.
Using visual medias such as Facebook, Twitter, Instagram and Vine creates a buzz and positions clients on relevant platforms. Ashkenazi goes on to comment how in this social media age, PR is forced to evolve and reinvent itself.
These new innovative technologies allow for increasing opportunities and Ashkenazi offers insight for PR professionals to continually adapt and adopt ideas from forward-thinking innovators.
On the direction of public relations Ashkenazi leaves his audience with the idea that good PR is the result of great storytelling, which serves as its core. The future of PR, however, will focus on sharable experiences; gone are the days of measuring only media coverage. An audience must be engaged as a part of the news cycle, not the end of it.
The complete article can be found here.