How is influence evolving?

I was honored to participate recently in a panel discussion at this year’s PRSA ICON Conference. Our topic “Embracing the Evolution of Influence and Trust” led to a provocative conversation around the lasting effects of social media and the decentralization of news sources.

Here are my three main takeaways:

1. The Profession

The field of public relations has shifted from traditional media relations—focusing on broadcast hits or prime newspaper placements—toward an integrated approach known as marketing communications. Today’s communications professionals recognize that their roles encompass more than publicity; they aim to build trust with diverse, defined audiences such as customers, employees, partners, and stockholders. The rise of the Chief Communications Officer (CCO) and the use of fractional CCOs in internal teams also signal this shift, as more organizations seek to strengthen their communication strategies amid an "always-on" media landscape.

2. Everyone Has Influence

Additionally, external influences are reshaping the profession. Audiences now hold unprecedented power to influence public perception, whether through customer reviews, social media, or the dissemination of misinformation. Many brands are now realizing the importance of proactively managing reactive crises. While most companies prepare strategic plans for controlled messaging, few are equally prepared for crisis management—where addressing misinformation and "setting the record straight" becomes essential.

3. Humanizing a Company's Voice

Humanizing corporate voices is another emerging strategy, as seen in examples from high-stakes events like presidential elections. By using platforms such as podcasts, companies humanize their leadership and reach specific audiences in new, relatable ways. Podcasts allow executives to share stories in an authentic manner, while traditional news channels continue to focus on policy messaging to engage broader groups, such as swing voters. This shift toward humanized, integrated, and proactive communications marks a significant evolution in influence across the profession.

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So then, how do we expand influence in this environment?

Two key areas of focus:

1. New Audiences

Expanding influence in today’s complex environment involves two key focus areas: engaging with new audiences and refining communication approaches and touchpoints. To reach new audiences, brands are becoming adept at tailoring messages to specific groups rather than viewing them as a single, monolithic audience. A practical example is the rise in engagement with retail investors, individuals looking to invest directly in companies rather than through banks or funds. To effectively connect with this audience, companies must adapt their messaging for social channels like TikTok, using language that resonates—simplified financial insights rather than traditional finance jargon.

Before expanding to new groups, it’s essential for brands to assess existing audiences, evaluating the trust and loyalty they’ve built and considering whether they can count on this support during challenging times.

2. Comms Approach and Touchpoints

The communications approach and touchpoints are also evolving rapidly in response to today’s decentralized, self-selecting media landscape. Simply issuing news through one platform no longer suffices; messages need to spread across blogs, articles, social media, and other channels to resonate widely.

Clients need to recognize that communication now extends beyond press releases and traditional journalists; it includes social media, LinkedIn, influencer partnerships, and more. PR teams must continually reassess their approach to ensure they’re meeting the needs of this diverse and fragmented audience landscape.

A strong, diverse communications team is crucial to this strategy. Every team member, from senior leaders to junior staff, brings unique insights into trends, data, and evolving media channels, which are invaluable for a comprehensive approach. Moreover, brands today have the unique opportunity to act as their own newsrooms.

By creating and controlling content, they can manage the narrative, tailor the frequency, and extend their reach effectively, further enhancing their influence in this dynamic environment.

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