HOW TECHNOLOGY HAS REVOLUTIONIZED PR INDUSTRY?
By PR Professionals, June 7, 2022
Technology has a greater footprint on public relations and corporate communication than predicted by any expert. Public relations agencies and professionals must decide how technology can be utilized to keep up with the contemporary tech and PR war.
Let’s look at the impact of technology on the evolution and growth of the Public Relations industry as we move into 2022. Ten years ago, entry criteria to the Public Relations industry were based on a basic understanding of the news media, general knowledge, and a flair for writing and communication. The industry and the whole Public Relations Concept have transformed rapidly with the rise of technology. A solid understanding of social media is essential to your credibility. This has led to changing customer needs and an increased role of technology in Public Relations.
The Evolution of Technology in Public Relations has brought in a paradigm shift in the way a PR Agency in Delhi would work. Public relations strategies today are completely different from those of 10 years ago. Everything moves within the Digital Marketing arena, and the company’s reputation often depends on what’s happening online.
Companies that embrace technology and are digitally-minded stay ahead of others. It can be compared to Darwin’s Theory of Evolution: either evolve or you poof! You’re gone. Darwinism may seem overwhelming, but don’t be afraid! PRP Group is here to help. We can help you adapt to the changing technology.
Let’s look at some of the technological changes that have occurred in the public relations industry:
Big data refers to large and diverse data sets that can be effectively collected and analyzed digitally. Large datasets can be created over long periods and may include factors like customer purchase history, internet usage, market fluctuations, and other market data. Big data has proven to be extremely useful in public relations and its analysis allows top public relations firms to understand long-term market trends to forecast future developments. Furthermore, this forecasting accuracy allows for better planning of PR strategies.
In the past, the print was dominant followed by channels. This meant that there were very specific media options. The media landscape has dramatically changed with the advent of digital play and consumer behavior changes. The publications have now launched web versions, which open up new opportunities for collaboration and campaign ideas on their digital channels. Brands are looking to establish relationships with trusted voices in the industry through the platforms of prominent journalists. Ten years ago, the market relied heavily on celebrities. Now it is looking for ways to connect with bloggers and other influencers. This trend is gaining humongous momentum. A lot of attention is being paid to localized and specialized content, which gives ample importance to nano influencers.
Routine PR Functions are no Longer Necessary
Technology has also made PR professionals more efficient by removing unnecessary elements of public relations. In the past, press releases had to be developed individually and distributed. They are now distributed via programs, which remove the tedious work of distributing it individually. Chatbots are also available on company websites and social media pages and can answer customer queries. When a public relations agency wanted to pitch to the press, it had to first build its journalist lists, on the contrary, this information is now much easier to find. All PR professionals need to do now is to craft a targeted pitch and click send to journalists whom they believe will report on their news. This saves time and allows for the allocation of resources elsewhere. These tools allow PR professionals to be more focused on building their company’s reputation and grapple with a crisis communication problem rather than spending their time on redundant tasks.
Monitoring Social Media
Public relations has been about monitoring the media. But technology has revolutionized how this is done and has brought in various tools of public relations that are pivotal to the Public Relations.
Media monitoring was used in the past to monitor the national and local press. This was done mainly through newspapers and radio news.
Public relations experts said recently that “Media monitoring used to be cutting up newspapers and sending them to clients. There is more data available online today, and many businesses use data science to manage their marketing and public relations.”
Media monitoring now includes, and mainly focuses on, checking social media impressions. Although the media is still important, it is more important to get a better understanding of social media and what people think about a company.
Public Relations and Blockchain Technology Intersect
Blockchain technology has been around for nine years and it is most often associated with bitcoin. Blockchain technology is now used in many industries, and public relations is no exception. PR professionals use blockchain technology for media coverage tracking, developing new data points to analyze and measure campaign results and is the perfect illustration for application of new technologies in Public relations.
Blockchain technology can help PR professionals verify that someone saw or read an advertisement about their business. This involves storing the content in blocks that can be accessed by anyone who wants to see it.
This allows companies to track exactly where their titles appear, how many people see them, where they are placed on the web page, and what content is running in tandem with them.
Are you looking for a Public Relations in Delhi NCR to help you maintain a positive or favourable view about the organization? PRP Group will help you turn your ideas into reality by adapting contemporary Public Relations solutions to help your brand achieve a sustainable future and unparalleled results. Get in touch with us now!