Master Class #61: The Evolution of Savvy: Mastering PR in a Digital Age

Public Relations has transcended far beyond press releases and media briefings. 

In today's dynamic digital landscape, a smarter approach is required. Jaffe embraces data, fosters two-way communication, and helps our clients thrive in the ever-evolving online ecosystem. 

There’s now a rise of "smart PR," a data-driven, audience-centric strategy that redefines how organizations cultivate positive public perception.

Traditionally, PR focused on crafting a controlled narrative, disseminated through established media channels. However, the information age has democratized communication. 

News now travels at lightning speed, often bypassing traditional gatekeepers. 

The PR industry is all about leveraging data analytics. Pros now need to identify key demographics, understand audience sentiment, and tailor messages accordingly. 

It’s all a far cry from traditional PR and anything that was taught in a university classroom 20 years ago. Throw out those textbooks; they are useless.

Social media is now the cornerstone, replacing the press release. 

New, evolving platforms provide a direct line to stakeholders, enabling real-time engagement. PR professionals who are adept at social media can create potent content, spark conversations, and address concerns head-on. Transparency and authenticity are crucial. Audiences can sniff out inauthenticity a mile away.

Crisis communication is another area where smart PR shines. Social media can be a breeding ground for misinformation. A well-defined strategy empowers organizations to address issues promptly and effectively, mitigating reputational damage.

Jaffe recognizes there is now a significant cultural shift within organizations. We urge senior leadership to embrace transparency and empower PR teams to act as strategic partners, not just communicators. This fosters a more collaborative environment, ensuring that all actions align with the broader PR strategy.

THE NEW 60

A Jaffe Exclusive

by Andy Landorf & John Colquhoun

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