The definition of what I have done for a living most of my adult life has changed dramatically over the past several years, and it is critical for agencies and corporate communications departments to fully embrace that reality.

Public relations firms used to hang their hats on their ability to throw a good party or send out one press release after another, without much thought given to how these tactics might affect the client’s/company’s growth, bottom line and reputation in meaningful, business-focused ways. Fortunately, we embraced the necessity of weaving marketing and communications together into an integrated, measurable approach, and then tying all of that to specific business objectives. (Otherwise, what’s the point of all those parties and press releases?)

The practice of public relations today is evolving at warp speed, and those who still think of it as only media relations with some social media sprinkled in for good measure are missing a whole world of opportunity. Don’t get me wrong. Strategic, targeted outreach to the news media is still a critical component of most good public relations programs. But smart and effective campaigns today have to go way beyond that.

A solid approach these days encompasses consistent and strategic social media outreach, a thorough understanding of how to best utilize a company’s digital assets for business purposes, proactive content marketing, creative guerilla tactics and “native advertising.” It also requires careful, thoughtful targeting. Who is the audience? What do they need and want to hear? How can you best reach and motivate them? Answers to these important questions allow you to eliminate waste in your marketing communications programs and spend your resources reaching out to and influencing the specific people you want to reach and influence.

Public relations, because of its inherent third-party endorsement ability, can build credibility. While paid, mass media advertising obviously plays a strong role in the marketing of products and services for many companies – allowing those companies to completely control their messages – consumers recognize that if you pay for the space or air time, you can say anything you want to say about yourself. Data shows that “earned (non-paid) media” generates conversion rates (actual customers) at anywhere from 10 to 50 times the conversion rate of pure advertising.

No longer are episodic, big-budget launch campaigns the key to successful marketing. Instead, it is critical for brands to broaden their nets and maintain a constant presence in their marketplace over time. Using technology wisely can help you do that. So can the following:

• When appropriate, add a call to action to your outreach efforts and marketing communications materials and activities.
• Ensure that your website makes it easy for a visitor to take the next step with your company.
• Think creatively about your news generation and distribution. Don’t limit your news releases to only the obvious product announcements or personnel changes. Promote branded content such as blogs, webinars, infographics, white papers, etc.
• Engage your prospects where they live and breathe. Study the demographics and behavior patterns of your key audiences, and don’t try to market to them or communicate with them using channels that they don’t frequent.
• Remember that quality wins over quantity every time. Brands that master the art of storytelling through fascinating content will win the day with consumers.
• Real-time marketing rules. Identify the moments that your customers care about and be in those moments with your messages. Create the kind of content that your audiences will want to share, and be nimble enough to do it in real time.
• With most people using their mobile devices as their primary online tool, be sure that mobile is well integrated within your marketing strategy. Optimize all your digital assets for mobile viewing and be timely and appropriately reactive.

Most of all, be cognizant of and open to the amazing communications options that are opening up to smart marketers every day. Embrace and study what’s new and what’s working, and don’t get stuck in the world of “old PR.”