“I just think there's never been a more exciting time to be a comms professional. The PR industry is at a really unique inflection point in terms of the potential of our industry and the impact that we have.” – Shane Allison, Public Address Founder

In this episode co-hosts Greer Quinn and Jo Stone, together with Public Address Founder Shane Allison, explore the future landscape of public relations, the impact of artificial intelligence, essential PR metrics, industry trends, and advice for career advancement.

“Those people who have a really generalist understanding of communications and can help produce a video one day, a podcast the next, and a social campaign the next are going to be incredibly sought after,” Shane explains.

“And so too will those who have a very deep vein of subject matter expertise and discipline.”

Shane's recent recognition as the "PR Professional of the Year" by Mumbrella highlights his significant influence in the field.

Season Four brings a notable change with the introduction of Public Address as the official sponsor. Public Address has rapidly emerged as a vital tool for modern communicators.

“First I should say how excited I am to be part of PR Darlings,” Shane says.

“I absolutely love the way that the PR Darlings podcast has been able to educate people about some of the fundamentals of PR. It's a really valuable resource and we're so happy to be partnering with you guys.”

Shane Allison, a driving force behind both Public Address and Public Relations Institute of Australia, sheds light on the evolving landscape of PR.

He emphasises the shift from tactical approaches to a focus on strategy and channels.

Greer and Jo discuss how they're already benefiting from using Public Address, which they describe as having an "extra pair of hands on every pitch”.

They emphasise the AI-driven platform's ability to personalise pitches and process thousands of articles, making it easier to target the right journalists.

“Through tools like Public Address, we can focus on the creative and interesting and engaging and exciting parts of our job,” Shane says.

“But also we can leverage all of that into spending more time on the things that matter for our stakeholders and the businesses that we work for and we work with.”

In keeping with the podcast's tradition, co-hosts Greer and Jo delve into the concept of "currency" as a news value.

They explain how PR professionals can leverage current trends and topical issues to secure more extensive and impactful media coverage.

It's PR Darlings is powered by Public Address. Use our discount code “DARLINGS” for 50 per cent off the first six months. Book a demo today: https://publicaddress.ai.

It’s PR Darlings:

www.itsprdarlings.com

www.sticksandstonespr.com.au

www.forwardcomm.com.au

Contacts:

jo@sticksandstonespr.com.au

greer@forwardcomm.com.au

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