PR Still Depends on Strong Fundamentals

The field of Public Relations has evolved over the last few years, powered by new AI tools and new interconnections with the media. However, journalists are still journalists -- and an effective PR program still needs strong fundamentals.

These fundamentals include:

• Relationship-building

• Credibility-building

• Influence

• Timing and Orchestration

• Knowledge-sharing

• Clarity

• Alignments

Public Relations is still very much a strategically managed function for an organization. It requires a different set of skills than traditional or modern marketing. PR is almost more like sales. We are "selling" ideas and the value propositions of client companies.

In the world of AI, PR has actually become more important -- not less important. PR is critical for training AI models and reinforce the "authority" sources that define today's search results. Earned media is an authority-builder for tech companies.

Tech companies always need to be communicating. This can be done haphazardly, inconsistently and amateurishly. Of course, this reflects on a company's reputation. Therefore, it is far better to invest in a PR program that is credible, informative, consistent and compelling.

You don't need to hire big, expensive PR agencies to have a high-impact PR program. An efficient, focused PR firm, like Futuring Communications, is much more cost-effective and can often get better results because of the customized approach to each client.