Written by Matt Caiola, Co-CEO, 5WPR
Technology has affected public relations, and PR professionals everywhere are trying to harness the power of tech to improve their practices. The PR industry is evolving and a lot of it is happening in digital spaces. Customers prefer to interact with businesses on social media platforms and business apps, and the reputation of a company also largely depends on what is happening online. Given below are the changes that technology has brought to PR.
Collaboration with influencers
Today, influencers wield a lot of power over customers and their impact must be leveraged by PR professionals. An influencer can help to build the reputation of a brand. When influencers give product reviews, people are more likely to trust them than the company that sells the products. For instance, there are nutrition-focused influencers that people turn to when they want to live healthier lifestyles.
@dudewithsign x GetYourGuide
Managing online reputation
When a company does not have an online presence, it escapes the notice of customers. Even a business that has managed a stellar reputation might need online reputation management at some point. Some PR firms have a department that is dedicated entirely to the online reputation management of a firm. A tarnished online image can be transformed if the right approach is adopted.
Monitoring social media platforms
Public relations is now inextricably entwined with social media platforms. Earlier, PR professionals were actively involved in monitoring newspapers, television shows, and radio programs. Now, a chunk of the conversation about brands and their products and services is found on social media platforms such as Twitter, Instagram, LinkedIn, and Facebook. A massive amount of data must be monitored on such platforms now. Social listening is also a strategy adopted by PR professionals so that they can understand and assess conversations that are happening around a brand.
SodaStream Instagram & Facebook campaign
Ease of communication
Technology has also led to ease of communication, which means that a PR practitioner doesn’t have to be physically present in a specific place to make a statement or get a message across. The public can be easily informed about corporate news and innovative products. Email is also an extremely helpful channel of communication as it helps to send PR tools like press releases in bulk.
Tracking results
Performance results have also become more comprehensive and analytical. Preferences, leads, and conversions can be measured more accurately thanks to technology. Key performance indicators can also be measured, and they can be aligned with the goals of a business. Modern technology helps to gain insights on how to increase brand awareness, improve reputation and increase web traffic. A PR practitioner can also measure individual performance with the help of technology.
Jessica Alba in ZICO campaign
Helps in research
Businesses now must be data-driven and with the help of modern technology PR firms can analyze data from different sources. The data is helpful when it comes to doing research on market trends and behavior patterns of customers.
