Public relations isn’t what it used to be, with social media, nontraditional publications and the influencer movement upending the traditional platforms of print, TV and radio, states a post on Axios.

The post by Eleanor Hawkins on the future of PR states the following: 

Why it matters: An effective PR campaign sits at the intersection of strategy and creativity, with earned, paid and owned media working hand in hand to meet audiences where they are.

What they’re saying: People are getting their information from a variety of sources and across a variety of platforms, according to Todd Ringler, U.S. managing director of media at Edelman.

• “It’s no longer a given that any traditional outlet is going to deliver you the audiences you’re after. In some cases, the ‘who’ you’re looking for is operating and active in completely different channels,” Ringler says.

Understanding the fractured audience is part of the learning curve, says Ephraim Cohen, global managing director of Media + Platforms at Fleishman Hillard.

• “The purpose of PR is to get the right information into people’s hands at the right time in the right way,” he told Axios.
• Cohen pointed to political campaigns as offering “some of the most strategic and most disciplined PR campaigns.”

That’s because the good ones are willing to take risks to engage a wide range of people, says political strategist Lis Smith.

• “You’re creating a beautiful tapestry of top outlets, local media and nontraditional publications like TMZ Live or Barstool because that’s how you expand your reach,” Smith said. “The idea that you would leave these things on the table because they’re not “presidential” is absolute lunacy to me.”

More here.