Public relations has been around since about 1800 B.C. At the time, the Sumerians used communication and public influence to explain farming. Modern PR didn’t emerge until 1641 when Harvard College used brochures to raise funds for missionary work. Then in 1906, the modern press release was invented.
PR has significantly evolved over the last few thousand years. However, no decade has changed as much as the current.
Sharing Is Instant and Demanded
About ten years ago, you would make several copies of a press release and physically mail them to newspapers and magazines. It could take weeks to see whether or not they covered your news. Since then, the publishing process has evolved by leaps and bounds. Now, you can get a press release ready to go and published in a matter of minutes.
It’s a good thing too because consumers want information at their fingertips. They’re accustomed to it and demand instant news. When brands make mistakes, they expect them to respond right away. In addition, consumers’ opinions can have as much influence as journalists’ opinions.
Traditional Journalism Doesn’t Rule All
Speaking of journalists, the number of working journalists has declined over the years. They used to be the gatekeepers to information and news. However, they’re no longer the only way for companies to release information and consumers to receive it.
Now, bloggers can spread the word, and they have less formal rules for doing so than the media. The number of blogs has grown exponentially over the last ten years. One study found that blogs account for one-third of influenced purchases.
Influence Is Cheaper and Reaches Farther
On a similar note, it’s cheaper to contract bloggers and social media influencers to spread brand news. Before, you had to hold a press conference where you planned to get the word out about your brand. This required travel and media expenses.
With modern technology, these expenses are unnecessary. You can send your press release through email, publish it on your blog, or post it on social media. Along with it being cheaper and faster, these avenues allow you to reach more people.
PR Value Is More Measurable
Before the current PR evolution, there was no real way to measure how many consumers read a press release or bought a product as a result. However, now you can track how many consumers click on a link to your press release and what they do as a result. The tools to do it also require fewer resources. The data collected is important for helping both marketers and PR professionals know when the message is on the right track.
If you’ve recently launched a brand or plan to expand your reach, it can be challenging to navigate the world of Las Vegas public relations when you aren’t familiar with it. GYC Vegas has experienced professionals who can help you develop a compelling message and release it on the right platforms. As a PR agency Las Vegas, we aim to help you build and maintain a healthy brand reputation.