RAPTOR PR AND
THE EVOLUTION OF COMMS
Rana Rahman may favour a dinosaur for his company logo, but that’s because it’s fast, agile and fearless (and cute). Any resemblance to any creatures doomed by an extinction-level event is purely coincidental
In what ways do you think comms have evolved in recent years? The speed of comms and the number of channels that we are using to communicate has increased dramatically, thanks to both innovation in tech as well as our unsatiated demand for instant access to news and information. On a macro level, the entire media landscape is facing
widespread disruption because of emerging technologies, which has massively impacted how content is consumed and created. Those organisations which fail to adapt will likely be part of an extinction level event. At Raptor PR, we’ve evolved into a fully integrated model, delivering campaigns designed to reach stakeholders via earned, owned, and IRL. We’re currently ramping up our direct to stakeholder engagement platforms, which are proving to be quite popular with clients and prospects alike. For example, we hosted a webinar on the DMA legislation a month or so ago, which was greeted exceptionally well.
38 | MCV/DEVELOP April/May 2024
Would you say the changes are specific to B2B? While these changes affect B2C as well as B2B, I would say that because of this, particularly in games trade we are increasingly using B2C comms approaches and campaigns in B2C - and it’s great. There is so much more energy and innovation in B2B today. Smaller budgets can often mean more creative and targeted comms. It is a really exciting time and our passion for B2B has never been stronger.
What has been the biggest challenge? The most challenging aspect of the evolution of comms has been the ever-shrinking media landscape. With less media outlets and more brands and organisations competing for attention, comms messaging needs to be laser-focused and on-point to cut through the noise.
How are you adapting to meet the challenge? We’re pivoting hard to deploy custom multi-channel strategies to engage
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