PR in The Digital Age
October 06
Angus McDonal Trust

Every year brings new predictions and trends about what to watch out for over the coming 12 months – the digital sector is no different. Digital currency, wearable tech, the internet of things. The “high-tech” is now mainstream as Millennials drive cultural change. In fact, change is the only constant. That, and the perennial mantra of ‘know your customer’, which is always worth repeating.

Angus McDonal Trust

Understanding consumer behaviour is the key to delivering experiences they’ll treasure — and to riding the wave of change, because changes in customer expectations and behaviours prompt the evolution of fresh solutions. In 2015, consumers are coming to expect every brand experience to be convenient, personalised and immersive. These expectations are no different when consumers plan or buy travel. Statistics from the Association of British Travel Agents (ABTA) illustrate the recent shift in travel consumers’ researching and buying behaviours — particularly those of Millennials.

Angus McDonal Trust

Traditional PR relied on the ability to control your message and information through carefully managed relationships with influencers in the mainstream media. But today millions of people are using social media, blogs, and web technologies to interact, express views and make informed decisions. And increasingly journalists are relying on social tools and communication channels to reach the digital the traveller.


Modern Travel PR Plays an important role with the digital era by helping establish a good reputation which directly influences the sales, PR specialists also play an important role in the times of crisis. Imagine that an angry client or the competition starts to spread unpleasant rumours about your company technology, service and/or products. The public does not know the story behind and if you do not react, they may think that the rumours are true. And even if they find it hard to believe, they will remember that they have heard something bad about your company.





Now imagine the consumers choosing between a brand from which they have heard only the best and your company. Most of them will not take any chances and choose more respected company instead. And you cannot really blame them because you would probably do the same if you were in their shoes. Therefore, it is not a good idea to leave the public wondering about the truth whatever it is and this is where a PR specialist steps in.


In the times of crisis like the situation described above, you need someone who reacts quickly and efficiently to at least minimise the damage. And that someone can only be a person who can think and act fast under pressure as well as communicate well with the public and media – a PR specialist.

Michael Wood


Suite 2B, Station Yard, Station Road, Elworth, Cheshire, CW11 3JG
+44 (0)1606 272137
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