Beyond Logo

Press relations and digitalisation in Mauritius

Press Relations And Digitalisation

In Mauritius and abroad, press relations (PR) are closely linked to traditional media such as the written press (newspapers and magazines), radio and television.

Over the past few years, we have witnessed a worldwide transition towards digitalisation; websites, online newspapers, blogs and social media, have become key players of the media landscape. In 2023, the Internet penetration rate in Mauritius was 67.6%, with around 875,000 social media users.

Traditional and digital press relations share a common objective: to help improve a client’s reputation and increase their visibility amongst their target audience. The PR industry thus needs to keep abreast of and adapt to digital media, which boast a selection of opportunities and challenges.

Immediacy

Online, content is published instantly, making it easier for individuals and organisations to connect with their target audience in real time.

Live broadcasts can notably be recorded at all sorts of PR events – press conferences, announcements, launches… -, reinforcing immediacy and offering the audience a more immersive experience.

Multimedia

Instead of focusing on a single format, like written texts, digitalisation adds a new dimension, combining photos, videos, graphics and sound clips, for example.

A single piece of information can now be shared in various ways across multiple platforms: a press release can be transformed into infographics, featuring key information like statistics, while a written interview can be released as a video on social media.

This also implies a synergy of expertise wherein Copywriters, Graphic Designers, Community Managers, Videographers and other experts need to work closely together.

A new approach to measuring data

The digitisation of PR offers one major advantage: new ways of tracking and analysing data.

In addition to traditional measures like the number of publications and their equivalent advertising value, digital platforms make it possible to track website traffic and analyse online engagement, with a view to developing more targeted and effective communications strategies.

Crisis communication

In the digital age, audiences are no longer passive information consumers – they react instantly through likes, comments and shares, sometimes even creating and distributing their own publications.

In the event of a crisis, real-time distribution means information spreads rapidly, allowing for misinformation and rumours to be amplified. That being said, organisations can take advantage of this phenomenon by issuing press releases online, or using social media as a direct communications channel to share updates and demonstrate transparency. Monitoring tools also allow organisations to follow debates and respond accordingly.

What makes the communications industry so special is its dynamism and constant evolution. It is therefore in the interests of press relations experts to make digitisation an integral part of their strategy, if they wish to deliver targeted messages using effective channels.