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A public relations expert, Bodex Hungbo has said that the rapid expansion of digital media had transformed the practice of public relations, giving organisations unprecedented access to audiences while simultaneously raising the stakes around trust and credibility.
Hungbo said the challenge for modern public relations practitioners is no longer simply how to reach and influence audiences, but how to ensure that the influence generated through digital platforms is supported by credible information, consistent conduct and authentic relationships with stakeholders.
Speaking on the evolving PR landscape, he highlighted the growing importance of influence, credibility, trust, digital control and reputation management, noting that the digital age had made it possible for organisations to communicate directly with their audiences, collaborate with creators who command highly engaged communities and participate in conversations as they unfold.
She, however, noted that the expanded ability to influence audiences had also produced a more discerning public.
According to her, a carefully crafted social media post could reach millions of people without passing through traditional media gatekeepers. But while digital platforms have made communication faster and more accessible, they have also made audiences more capable of questioning, comparing and challenging the messages they receive.
“The growing emphasis on influence has created new opportunities for organisations and PR professionals, but it has also introduced a significant challenge: distinguishing genuine communication from paid narratives and reputation management that prioritises visibility over truth.
“Influence can secure attention, but credibility determines whether that attention develops into trust.
“An organisation may generate millions of impressions, attract significant engagement and dominate an online conversation without necessarily earning the confidence of the people it seeks to reach.
“Visibility can be purchased and virality can be engineered, but trust is considerably harder to manufacture.
“Trust develops when organisations consistently align their words with their actions. When an organisation repeatedly makes promises it fails to keep, audiences can become increasingly sceptical of its communication, regardless of how sophisticated or widespread its campaigns may be.”
Hungbo said the rise of social media influencers has further transformed the PR landscape, making influencer’s communication an increasingly important component of contemporary public relations.
She explained that organisations could use influencers to reach specific communities through individuals who have already established relationships with their audiences.
According to her, research on social media influencers has consistently identified credibility, trustworthiness and perceived expertise as important factors influencing audience attitudes and behaviour.
She, therefore, cautioned PR professionals against measuring an influencer’s value solely by the size of their following.
“A large audience does not automatically translate into a large number of people who believe or act on a message.
“For PR professionals, selecting an influencer or other third-party communicator should therefore involve more than examining follower counts and engagement statistics.
“Practitioners must consider whether the individual understands the subject, has an authentic relationship with their audience, operates within a relevant niche and is aligned with the values and expectations of the organisation.
“Numbers matter, but they must be the right numbers for the communication objective.”
Hungbo said the same principle applies when organisations communicate through their own digital platforms.
