Public relations remains an integral part of business for building stakeholder relationships. That’s why companies and organizations continue to invest in various PR campaigns. In fact, its worldwide market could grow from $105.12 billion this year to $132.52 billion in 2029 at a 5.1% compound annual growth rate (CAGR).
But with advancing modern technologies, changing consumer behaviors, and evolving industry trends, PR practitioners face emerging hurdles along the way. These challenges hinder them from connecting with target audiences, building stakeholder relationships, enhancing brand reputation, and ultimately, boosting business conversion.
So, as a PR professional, how can you rise above these challenges?
This page specifically tackles the top PR challenges in an era of algorithm-driven news feeds. More importantly, learn how to overcome these challenges and make your PR campaigns truly work. Read on…
Top PR Challenges in an Algorithm-powered News Feed
One of the major challenges of PR is the rapid growth of AI used in the field. PR teams are exploring this technology, with about 37% using it for content review and optimization purposes. But on the flip side, AI tech presents new challenges that can give PR practitioners a headache.
Take, for instance, the algorithm-powered news feeds. They could pick up biases, favor only certain groups, or prioritize paid content, thereby messing up your whole PR campaign. That’s why, as a PR professional, you need to understand these hurdles and find ways to circumnavigate them.
That said, here are the top PR challenges driven by algorithm-driven news feeds you should be wary of:
1. Declining organic reach
The web is filled with pieces of content, all vying for online prominence. When it comes to news feeds, your goal is to have your PR content or marketing copy appear right before your target audience’s eyes. But because the algorithms now favor those with paid promotions, you’ll find it hard for your content to stand out in a sea of digital competition.
Not only do they amplify reach, but these algorithms also create visibility and credibility challenges for businesses. For example, a personalised and local NDIS provider in Sydney might struggle to reach families searching for disability support if their updates get buried beneath larger paid campaigns. That’s where the challenge begins!
2. Shortened news cycles
In the news feed, it’s easy to see stories come and go. But while they suddenly trend, these stories quickly fade. Why is that so? The algorithms actually push “breaking” stories to the top and bury other pieces of content. This makes it harder for PR content to gain prominence and sustain attention, presenting PR professionals with a real challenge in their campaigns.
That’s why Adrian Iorga, Founder and President of 617 Boston Movers, recommends storytelling rather than one-off press releases. “Press releases vanish as quickly as the news cycle, but stories live longer in people’s minds. If you want staying power in an algorithm-driven world, focus on narratives that audiences can actually connect with. Storytelling is key!”
3. Echo chambers and filter bubbles
There’s no ignoring the critical role of AI in modern PR campaigns. Powered by machine learning (ML), the algorithms are capable of learning and deciding based on patterns/trends. They are able to feed content pieces to target audiences based on their needs and preferences. This makes it challenging for your PR campaign to reach a diverse range of audiences.
Nicolas Breedlove, CEO at PlaygroundEquipment.com, suggests crafting universal, cross-demographic messages for PR campaigns. “Algorithms feed people what they already like, which can trap your message in an echo chamber. The way out is creating stories with themes broad enough to cross demographics and spark conversations beyond a single bubble.”
4. Rising visibility costs
Over 66% of digital PR teams already work with budgets under $10,000 per month. Now, add the rising costs for paid reach! Unfortunately, paid promotions and boosted posts are becoming almost mandatory for establishing web prominence. This becomes a challenge for small and mid-sized businesses (SMBs) looking to optimize their PR campaigns for online visibility.
Learn from Jeffrey Zhou, CEO and Founder of Fig Loans. He takes their search engine optimization (SEO) to the next level as part of their PR campaign. “With paid reach getting pricier, you can’t afford to rely on ads alone. Smart SEO builds long-term visibility that compounds over time, giving you prominence without burning through your PR budget.”
5. Crisis management pressure
It’s inevitable: Nearly 8 in 10 companies (79%) will face a crisis that disrupts services and attracts media attention. Once your brand trips over a single mistake and goes viral out of the blue, you’ll find it hard to manage the crisis amidst the pressure. Why? Negative stories spread faster and wider, often boosted by algorithms due to higher engagement.
Emily Ruby, Owner at Abogada De Lesiones, emphasizes the need for proactive crisis management strategies, including leveraging monitoring tools and establishing real-time responses. “In a crisis, minutes matter. Algorithms reward engagement, and bad news travels fast. The only way to stay ahead is with monitoring systems that flag issues early and a response plan that kicks in immediately.”
Learn some practical strategies for overcoming PR challenges in the next section.
How To Overcome PR Challenges in an Algorithm-powered News Feed
Now that you know the PR challenges triggered by the algorithm-powered newsfeeds, it’s time to overcome them. However, doing so requires proper planning and a strategic approach. So, sit down with your PR team and plan what channels, tools, and strategies to employ.
But fret not, as we’ll be happy to help you out. Here’s how to overcome these PR challenges:
- Strengthen community connections. Never underestimate the power of PR in building strong community connections. Grassroots efforts, such as local PR, events, and partnerships, forge trust that algorithms can’t dictate. When you’re woven into the community fabric, your brand earns a voice that carries further.
- Lead with authentic storytelling. The power of authentic storytelling in corporate PR lies in its ability to convey a genuine human connection. Real stories with emotional weight resonate more than polished press lines. If it sounds authentic, it has a chance to ripple beyond the algorithm’s gatekeeping.
- Balance with owned media. Algorithms may call the shots on social platforms, but not on your own turf. Paul McKee, CEO of 15Worksheets.com, adds that balancing algorithm-driven platforms with owned channels like websites, newsletters, and blogs, where you control the message. Think of them as your brand’s safe harbor when feeds get unpredictable.
- Diversify online channels. Don’t bet everything on one digital lane. Go beyond the social media channels listed below and hedge against Facebook’s trending stories, which can be triggered by biased algorithms. By branching out, you safeguard your reach and stay visible even when one platform shifts the rules.
- Leverage modern technologies. Smart PR teams embrace technology, such as CRM systems and analytics tools, as their ally. For instance, use ML-powered SEO algorithms for PR to target, forecast, and measure with precision. With data as your compass, you can refine strategies and show impact that’s hard to ignore.
Final Takeaway
It’s apparent in the digital space: the AI-powered algorithms drive the news feeds. They trigger what should appear online for particular audiences, whether on social media channels or other digital platforms. That’s where the challenges in PR campaigns begin!
As a PR professional, be wary of your decreasing organic reach and fast news cycles through SEO. Also, find ways to circumvent echo chambers and filter bubbles to connect with diverse audiences. Lastly, prepare to invest in your PR campaigns due to the increasing visibility expenses and the pressure of handling any potential crisis brought on by the algorithms.
The solutions? To overcome the challenges mentioned above, follow these best practices: build strong stakeholder relationships, share authentic stories, balance owned and paid media, diversify your digital channels, and leverage advanced technologies.
All these will help you rise above the challenges presented by algorithm-driven newsfeeds, ultimately leading to a successful PR campaign! If you need help overcoming PR challenges, consider working with Agility PR Solutions, using its all-in-one AI-powered platform. Book a demo to speak with an expert today!
