Emerging Trends in Media Relations

Media Relations is constantly changing, and it is important that we look at the emerging trends in the industry. Artificial Intelligence is a hot-topic at the moment and it is taking the world by storm as well as the media relations industry.

A trend which has become important in media relations is the use of Artificial Intelligence (AI) to promote products in the media. We have started to notice that AI is being used more often and it is becoming more difficult to not use it. It has helped in media relations as a tool to help the team and for what is being produced by the team. AI is helping teams to work more efficiently and effectively. There are many ways in which AI is being used in media relations as you can see in the image below. AI has become extremely important in the world overall as well as in media relations. AI is here to stay and can only get stronger from here, it already helps senior management, and it helps mitigate risk and help the brand be successful in media relations. AI can be used in future campaigns to create press releases, decision making, and help with budgeting.

Source: https://prlab.co/blog/uses-of-ai-in-public-relations/

There are many ways in which we have seen brands use AI in media relations. An example is when they are used for campaigns and it is called “surrealist marketing”. A popular campaign was for Jacquemus where they used CGI to promote their bags. This campaign made the public believe that there were bags driving around Paris and this paved the way for a new way of marketing. After this, many brands followed in these footsteps such as Rimmel, and JD Sports with their North Face Big Ben campaign. These campaigns brought a lot of attention to how marketing and media relations is changing and the possibilities to stand out are endless. I believe that the use of CGI and technological advances have endless possibilities and make marketing and media relations interesting therefore this trend is here to stay. However, this trend in media relations can be quite costly for senior management to have the most effective campaign and to make it different rather than the “landmark” trend. Surrealist marketing could be used instead of hiring actors and people just people to create it all online on their laptop.

My predictions for the field changing in the next five years is that it will look completely different and traditional media relation tools will no longer be of use looking completely different. I believe that this will happen because with new technological advances, media relations will be more accessible to people and it will be easier to create campaigns which will mean it can be produced faster. These emerging trends are likely to stay as it will make working in media relations easier to manage.

Leave a comment below on what you think about these trends and any that you have noticed too in media relations.