The world has undergone a significant transformation in recent years, rapidly transitioning to digital platforms. Industry 4.0 has impacted most, if not all, economic sectors. As a result, the era of PR 4.0 has arrived, with a significant shift toward digital and social media platforms. However, PR 4.0 is more than just switching to digital and social media or changing traditional articles to videos and infographics.
In the past, when mass media management became a key feature of PR, the fundamental art of PR was sometimes forgotten. The most discussed stories in the past were those people organically shared with their friends and family. To achieve this, it is necessary to earn the trust of the audiences and stakeholders by focusing on building strong relationships.
Consumers and stakeholders now expect to have a stake in the news and information-sharing process. They want to be active participants in the conversation and content creation. Social media users create memes and reaction videos that express their own perspectives on the stories they are being told.
This convergence and co-creation have resulted in what is known as "co-active." Audiences are empowered to co-create content and be part of the conversations, sharing their views through the multiple available platforms.
Navigating through these challenges will not be easy, but we are at the beginning of this wave. The shift in consumer and brand narratives is apparent, with "purpose" becoming the new product and "green" becoming the next digital. Businesses are now discussing ESG (Environment, Social, and Governance) and how to be "sustainable." We can expect other significant changes and disruptions, such as the Metaverse, AI, etc. The effort needed to build relationships with our public in the era of PR 4.0 will undoubtedly be complex, but that is what makes the future so exciting!