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.
The past couple of years have seen a renewed – and for some organizations, simply new – focus on advancing DEI across almost all industries. In the marcomms world, we saw brands and agencies stepping up to develop DEI-supporting initiatives in droves. Under the microscope of a discerning, and not to mention very vocal, consumer audience, though, organizations learned that simply saying you’re doing something isn't nearly enough. So, what does it take to really move the needle in terms of DEI in the marcomms industry? Check out what just a sample of industry leaders are (and have been!) doing to make a difference.
Pro Bono Programs
Some smart agencies take the pro bono route to support BIPOC and LGBTQ+ owned businesses. Programs vary, but they generally offer marketing and/or PR services and mentorship to these budding entrepreneurs. For example, ASTRSK supports early-stage startups with a full one-year contract of free PR services. Nike Communications runs the annual Black Acceleration Initiative to support the next generation of impactful Black companies through services including traditional PR, influencer marketing, social media support, mentoring and strategic counsel, access to industry contacts and beyond.
The Dana Agency, which just announced applications are open for this year’s program, helps companies in hospitality, F&B, beauty and wellness and arts and culture garner the earned media coverage they deserve. ScienceMagic.Inc devotes 650 hours a year to pro bono work, and has pledged to dedicate at least half of that time to Black-owned businesses or Black individuals. For the 2022 iteration of their pro bono program, they’re supporting a beauty brand and fashion designer with community, channel and content strategy, and PR brand strategy and events, respectively.
ScienceMagic.Inc 2022 program winners
Recruitment Practices
Fostering a diverse team is a key pillar for advancing inclusion in the industry, and some teams have taken to partnerships to ensure they’re connecting with a diverse candidate pool. 5WPR, for example, has recruiting partnerships with Historically Black colleges and universities (HBCUs), and industry group Black PR Girl Magic; they most recently hosted a joint career fair with on-the-spot interviews out of 5WPR’s NYC office.
Wagstaff also recruits with DEI in mind at all levels, offering internship programs that champion diverse talent and their perspectives on hospitality marketing. ScienceMagic.Inc’s Julietta Dexter shared a similar sentiment in an interview with Campaign Magazine UK, aptly titled “Don’t diss the intern if you’re serious about DE&I.”
Industry Organizations
Some leaders are focused on advancing DEI on an industry level. Bilal Kaiser, founder of Agency Guacamole, launched the Beauty, Lifestyle and Nurturing Diversity initiative (B.L.N.D.) in 2018. B.L.N.D. has become an annual event that unites beauty industry leaders from various backgrounds to discuss DEI in this category, and how they can increase and nurture representation in everything from PR and marketing to product development.
B.L.N.D.: Beauty, Lifestyle & Nurturing Diversity initiative
Novità president Chris Abbate shifted her agency’s Design Stands Together initiative to focus on the Black Lives Matter movement, creating panel discussions and starting an alliance of thirty-five industry PR firms to focus on efforts to make the design and PR industries more diverse and equitable through training, hiring practices, mentorship and pro-bono support of Black-owned design businesses. Also, agency SVP Joseph Cephas advised The PR Net on the creation of our BIPOC Mentorship program and serves as a mentor today.
Staff Training & Education
LaForce established the DEI Leadership Taskforce – with pillars that include education, resources and recruiting – to help train their team. The group spearheads a range of educational sessions, trainings, panels and discussions agency wide. Education goes both ways: the agency also implemented a system for survey feedback so leadership can continuously evolve in terms of agency culture, advocacy, community support and engagement.
DKC also turns to education to create a diverse, equitable, safe and inclusive environment; their Diversity, Equity and Inclusion Committee drives the execution of KPIs and action plans to DEI standards in each facet of the company. The team has also launched, and continues to develop, original branded educational content that grapples with critical cultural and historic topics, trends and themes – including a Speaker Series, monthly Antiracism Newsletters and a DEI podcast.
DKC's DEI Duo Podcast
Ongoing Action
Above all, these organizations underscore how crucial it is to keep initiatives going even after the news cycle moves on. Just recently, FINN Partners supported The San Diego African American Museum of Fine Art in launching the ‘Say Their Names Memorial Exhibition.’ The exhibition is an augmented reality (AR) experience combining digital photography, technology and art to allow visitors to engage with hundreds of familiar and unsung faces lost over time to racial injustice.
Lasting change starts from the top, and requires a diverse set of individuals at the table. Case in point: Kering’s appointment of Jean Liu, Tidjane Thiam and Emma Watson to their Board of Directors to help hold the company accountable across diversity, gender parity and inclusive practices.
Advancing diversity is advancing the world, and these particular DEI programs continue to help talent, organizations and the industry as a whole flourish.
