Guest post by Hannah Franklin, Inclusion and Diversity committee member
Have you been on Twitter lately? Have you talked to your grandma on the phone, or maybe turned on the local news? If you have, then you know Donald Trump has a problem with the media, or “dishonest media.” Whether your answer to any conversation over politics begins with an “R,” a “D” or a “no comment,” as public relations young professionals, we must diligently watch how our role in the media and how media’s role in the U.S. is going through some changes. Will Trump’s administration set a new tone for politics and media or has the tone already been set? Most importantly for us, what is the best way for public relations young professionals to adapt to this new media environment?
I recently dove into a few articles that addressed the expected shift in media. One of those articles came from a website called “The Capitol Communicator.” The article zeroed in on how communications in the Washington, D.C. area will change over the course of the next few years. One of the more obvious changes predicted more Republican-minded communicators will be in demand as is typical when parties switch control. Other media shifts the article discussed included focused messaging and integrated digital campaigns, both of which were used heavily in this year’s election.
As a public relations young professional who's focused a lot on the social media realm of the industry, it's clear to see that political communication, and all communication, frankly, will be incorporating digital methods to reach greater audiences in a shorter amount of time. Digital presidential campaigns were first seen with Barack Obama's 2008 election and was heavily seen in the 2016 race.
My thoughts on this integration? The way social media is evolving and integrating itself into various forms of communication is changing rapidly, and it's never going to stop being interesting and conversation-starting. This works to the advantage of digital campaigns because it calls people to start or continue conversations about those campaigns, thus making numerous people aware of said campaign and politician. But how do D.C. communicators, digital and traditional alike, think about how to adapt to digital campaigns and one of its most frequent users being in the White House?
Al Jackson from EVP Public Affairs in Washington, D.C. offered great insight into how communicators will adapt during this time in the media industry:
I never gave that much thought to what happens to D.C. communication when a new president takes office, but it’s one of the most intriguing times in communications throughout the entire nation. Communicators around the United States and even globally are impacted with the national change in leadership, and this time of leadership has already proven to keep communicators on their toes.