Joe Zappa and Eric Franchi argue that traditional PR is evolving and blending with new marketing techniques. They explore how remote and in-person interactions reshape relationship building in PR. The hosts highlight the necessity for CEOs to step into communicative roles on social platforms. Emerging technologies, particularly AI, are discussed for their transformative impact on engaging customers and creating visibility. Finally, they address the mixed perceptions surrounding controversial analytics in the PR space.
The evolution of PR requires CEOs to actively engage on social media, reflecting its integration with broader marketing strategies.
Successful modern PR relies on building genuine relationships with reporters through proactive communication and meaningful interactions.
Deep dives
The Value of In-Person Work
In-person collaboration is viewed as essential for startups and teams, providing a competitive advantage through the direct sharing of information. While the past few years have seen a rise in remote work practices, combining remote and in-person strategies encourages relationship building and improves team dynamics. The discussion acknowledges that early career professionals particularly benefit from working closely with their peers in an office environment. Nonetheless, it is recognized that remote work can also foster productivity, suggesting a need for a balanced approach.
Evolving Nature of Public Relations
The traditional concept of public relations (PR) is being challenged, as it is seen as an essential function for building corporate reputation and relationships. However, the methods and tactics used in PR today are vastly different from those used a decade ago. The podcast emphasizes that while PR is not dead, it has transformed, integrating with broader marketing strategies to effectively engage modern audiences. Marketers are encouraged to adapt their approaches to reflect the changing dynamics of media consumption.
Direct Engagement with Media
Building direct relationships with reporters is crucial for contemporary PR efforts. Engaging with the media requires proactive communication and demonstrating genuine value through relevant insights and expertise. The emphasis is placed on frequent and meaningful interactions rather than only reaching out during major announcements. This initiative fosters trust and helps marketers establish themselves as credible and knowledgeable sources within their respective industries.
Leveraging Social Media for Reputation Building
Social media has become a primary platform for building a company's reputation and fostering relationships within the industry. Regularly sharing unique insights, data, and educational content can significantly enhance a company's visibility and influence. Additionally, expert participation in discussions on social platforms enables brands to connect more directly with their audience and establish thought leadership. The integrated approach of combining social media with traditional PR is increasingly seen as essential for successful communication strategies.
Joe Zappa and Eric Franchi mourn the death of PR as we know it. Listen to the episode to learn how PR and other forms of marketing are becoming more entwined — and how CEOs should assume the mantle of PR on social.
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