By: Danijel Koletić, CEO Apriori World
We are witnessing the daily transformation of the source of information, which are constantly being placed through various media platforms. Has the classic PR disappeared due to the publishing crisis, so owners, editors, and media house managers simply decided to charge almost every news? Did they leave room only for those exclusive, crisis stories like murder, theft, elemental disasters, misery and poverty?
If we were to analyze media content, besides those targeted and specialized magazines, we would see that in the media space of daily print media you cannot find those inspirational and good stories, and if they exist, they are located somewhere where you can hardly notice them. There are exceptions, but they are rare.
Have publishing houses replaced PR agencies, so along with advertising space they also sell packages of promoted articles, interviews and stories that are supposed to protect a company and its brands? Or are companies simply buying their PR within the large volume of buying inventory? Is the PR hiding in the digital space? Can the power of words, photos and videos interest readers, listeners and viewers on new media platforms, and do they have the power of influence and perception? All this will depend on the willingness to invest in promotion and advertising.
Apart from good stories and places for good promotion, are the owners of digital giants and platforms creating a new sect that simply creates a new world order? This may sound a little strange to you, but there is one question: will owners post messages through social networks to support a particular global current and when, or are they still just observing?
PR certainly exists, but it is transforming. The only question is whether it is in the service of information or manipulation, persuasion or sales? The PR industry is constantly changing. Communication and social responsibility have been somewhat neglected, but since everything is going in circles, perhaps PR will again find space in the media for those good stories, without paying. Or is that behind us? Only time will show.
