PR Must Adapt or Die

We must evolve—or get replaced by digital specialists.

PR must adapt—or die.

The traditional public relations industry must act.

Today, we consume more social media than traditional news media. We get more news from our social media feeds than from news outlets directly.

The classic PR argument that the news media publicity is more credible than advertising might still hold, but is the news media more engaging than peer-to-peer communication? Will news editors be able to outperform social media algorithms?

I doubt it.

As we choose our future as public relations professionals, we must realize that social media and the internet is more important than keeping up with a few (or many) newspapers.

Digital-First is no longer a matter of perspective—it’s a matter of fact. 

If we allow the world to see us as old-school flacks, we’ll slowly fade into oblivion while digital specialists take over our clients.

I’m considered by many industry colleagues as a specialist in digital communication, but that’s not right; I’m just a public relations professional who knows as much about the internet as I do about journalism.

And we must take this new media logic to heart quickly.
All of us, not just a few specialists.

PR Must Adapt to Digital-First, Because Digital Will Never Be PR-First

Digital-first is something all public relations professionals must take into serious consideration.

A first step would be to update our traditional PR model:

PR must adapt. We must add inbound communications to our classic PR model.
We must add inbound communications to our classic PR model.

It’s time for PR to get busy to stay business relevant.

Cover photo by Jerry Silfwer (Prints/Instagram)


Jerry Silfwer
Jerry Silfwer
Jerry Silfwer, aka Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.
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