Durrant Pate/Contributor

DRT Communications is creating a buzz in the Jamaican public relations (PR) landscape, blazing a trail of innovation through technology.

In fact, DRT has proven to be an innovative player in the Jamaican communications arena, reshaping the landscape by infusing state-of-the-art technology into conventional PR methodologies. Led by the visionary, Danielle Terrelonge as managing director, DRT is heralding a new era in the PR industry by seamlessly merging the realms of traditional and digital PR.

For Terrelonge, “the evolution of traditional public relations in the face of digital communication and social media is truly remarkable. While traditional media remains pertinent locally, our PR initiatives are designed to weave in enhanced digital storytelling. This creates a robust link between traditional media platforms and the dynamic digital landscape.”

Terrelonge and her robust communications team advocate for a comprehensive PR strategy where each interaction, whether it’s a radio interview or on-the-ground footage, contributes to a compelling digital narrative.

Going beyond exclusive focus on traditional media

According to her, “We’ve moved beyond exclusive focus on traditional media, while still relevant in our local landscape, by leveraging digital platforms. We’re delighted to continue our collaboration with traditional media partners as they transition to more digital offerings for their customer base. Traditional PR practitioners should now extend their offerings to transforming communication across all new and traditional channels, providing ample opportunities to engage audiences with almost real-time content through social and online platforms, thereby amplifying reach and impact.”

Terrelonge underscores the importance of collaboration with clients’ digital teams, both internally and externally, to elevate content creation stating, “DRT has already forged significant partnerships with traditional and new media entities active in the digital space, resulting in positive outcomes and securing coverage and optimal results for its clients.”

As DRT observe the local media and client landscape, Terrelonge emphasised that the entity “has identified tremendous opportunities to not only meet but exceed communication key performance indicators. Our real-time, comprehensive, and measurable approach to services is facilitated through advanced media monitoring technology.”

“Fake News” moves quickly

For her, in today’s fast-paced and interconnected digital landscape, the importance of real-time crisis management cannot be overstated. The ability to respond swiftly and effectively to unforeseen challenges is crucial for maintaining an organisation’s reputation and public trust. Real-time crisis management enables companies to address issues as they unfold, allowing for timely communication, proactive damage control, and the swift implementation of strategic solutions. 

Terrelonge asserts, “In the era of instant information dissemination through social media and online platforms, delays in response can escalate a crisis, exacerbating its impact on the brand’s image. The immediacy of real-time crisis management not only helps in containing the situation promptly but also demonstrates transparency and a commitment to resolving issues, fostering resilience and trust among stakeholders.” 

As the digital landscape continues to evolve, organizations that prioritise real-time crisis management are better equipped to navigate uncertainties and emerge stronger from challenging situations.