The public relations industry is rapidly evolving. Technology is redefining the profession, and Web 2.0 — the new online world of mass collaboration and consumer-generated content — has given unfiltered access to the opinions and perceptions of target audiences (i.e. employees, customers, prospects, competitors, media, etc.).

Plus, through the use of blogs, optimized press releases, podcasts, videos, forums, social networks and other Web 2.0 tools, companies now have the ability to connect with their audiences in a more authentic, human voice.

For the PR industry, which traditionally has relied on pitching stories to mainstream media (i.e. TV, print, radio) in the hopes of landing editorial coverage and generating impressions, Web 2.0 has given us the ability to consistently produce a more measurable outcome — inbound links.

Through social media, search engine optimization (SEO) and self-publishing, wired PR firms are building inbound links, driving qualified Website traffic, generating leads, directly influencing consumers and having a measurable impact on the bottom line.

Here’s a snapshot of three public relations trends changing the industry:

1) Social Media

This is the most obvious and talked about trend in the public relations industry. PR professionals are communications specialists, and blogs, forums, online video and social networking offer the ability to communicate more affordably and efficiently than ever before.

2) Search Engine Optimization

Placement of targeted keywords throughout your Website, as well as generating inbound links to your Website, play an essential role in how your site ranks on major search engines, and in turn, directly impacts the quantity and quality of Website visitors. While SEO is not a traditional public relations practice, PR firms that don’t quickly integrate SEO principles into their services will become obsolete.

3) Self-Publishing

Press Releases, blogs, eBooks, white papers, by-lined articles, newsletters and online magazines are now being written with keyword-rich content and distributed with the goal of building Website traffic, inbound links and leads.

 

Web 2.0 has leveled the playing field for many organizations. It’s no longer about the size of your marketing budget, or how many impressions you can generate, rather it’s about how intelligent and innovative you can be in adopting emerging online technologies.

By concentrating on the activities that build inbound links, drive Website traffic and convert visitors into leads, your organization can grow smarter and faster than the competition.