Technology and PR are inseparable. Big data can be produced by PR professionals thanks to technology, which is essential for analyzing the market and coming up with a suitable strategy. Since digital media now plays a crucial role in reputation management and since the reputation of a company frequently depends on what occurs online, the PR landscape that we see today is very different from what it was 20 years ago.
There are a multitude of changes that have happened in the PR sector due to advancements in technology that we will learn about as we go further, so keep scrolling through.
Ease of Access to information
Keeping an eye on the media has always been a crucial part of public relations, but earlier it meant checking national and local media through newspapers, radio, or television. Today, most of the information is just a few internet searches away. Moreover, competitor mapping has become a lot simpler and faster.
Quick communication
The dynamic shift to the digital world has allowed public relations professionals to easily and rapidly inform the public and customers about corporate news, product innovations, and launches. There are a lot of facilities, like email, through which a company can reach out to journalists and send out their press releases in bulk.
More to keep an eye on
While the advent of digitalization has made the work of a PR professional in India easier in many aspects, it has added some responsibilities too. Now there is a lot of data on the internet, which, when left unchecked, can have a lot of negative impact on the company. Thus, a PR professional needs to stay vigilant all the time.
More ambitious customers
Now that the internet is at everybody’s fingertips, it is very easy for customers to display their displeasure to a huge number of people. Now it is the job of the PR professional to keep that displeasure down and to change the negative image of the company into a positive one. Moreover, as like-minded consumers come together, the impact of any action will be ten fold.
New media mix
Prior to the widespread use of the internet, managing the reputation of a business could be done more easily using media like magazines, newspapers, billboards, television, radio, etc. However, with the addition of both traditional and contemporary media, including blogs, websites, trends, podcasts, etc., the media mix has changed and become more complex. A PR specialist must be in charge of all of these facets and keep an eye on all of these variables to maintain a positive image.
Influencers
With the growth of the internet comes an increase in the number of people who use the internet to influence others, also known as “influencers.” Using them must have sounded absurd ten years ago, but the impact influencers have on people today is enormous, and collaborating with them to promote a business is beneficial to the business. Now public relations customers can have access to new levels of brand reputation by working together with influencers.
Mandatory Social Media presence –
From the perspective of the customer, if a brand does not have an online presence, it simply does not exist, but being present is also not sufficient. That’s why it is very critical for a public relations firm to have an impressive online presence.
Artificial Intelligence
Artificial intelligence may improve an influencer’s preferences for media exposure, assisting PR firms in determining the best strategy for a release and increasing the likelihood of coverage. AI software is one of an options, and it can suggest and recommend similar media contacts based on current contacts and the topics they cover. This saves PR firms hours of research time by enabling them to scale their databases with a few quick clicks.
The changing role of PR
Overall, much of the technology currently available or being developed for use in PR agencies is being used to automate processes that are currently performed manually. This requires manpower. This means staff are kept away from creating and developing pitches, identifying potential contacts, tracking media impressions, determining which pitches are successful, and a variety of other analytics that customers want to know. By moving these processes to automated technology programs, PR agencies can free up staff to focus on creating creative pitches.
Impact of Visuals-
Growing importance of visual identity is another aspect of the intermingling of technology and PR. PR firms need to leverage more than just photos and TV shows anymore. Streaming has revolutionized the way brands present themselves to the world. Experts say we will see more advancements in this area in the future, including holograms, augmented reality, and virtual reality. Streaming has also become one of the most effective sources of crisis management in public relations.
Crisis management-
All of these technologies have made it easier for PR firms to connect with clients and track trends, but they have also shortened the timeframe for responding to crises. Now that users have access to more information at unprecedented speed, everything needs to be answered instantly. Social media management plays a big role in crisis management today and, if used judiciously, can help alleviate problems.
Conclusion
Technology and PR can never exist in isolation from each other. While traditional public relations practices will remain important, technology will continue to aid these practices and make the world of public relations richer. However, many people appear to be resistant to technological advancements, much to their own detriment. Communications are changing, and companies need to keep up with trends for their PR strategy to be successful. As PR practitioners, we must embrace the future of PR by embracing the intertwining of technology and PR.
