The PR industry naturally adapts to technological advances. The rapid evolution of public relations strategy over the past 20 years is partly attributable to the ubiquity of social media and networked culture. Here are four ways technology is disrupting PR.
Invasion of Big Data
Large and varied volumes of data that can only be efficiently collected and processed digitally are called “big data”. Big data sets are compiled over extended periods of time and may contain information about past purchases, internet usage and market changes. Big data has proven to be incredibly valuable in the field of public relations. Big data research allows PR professionals to understand long-term market trends so they can accurately predict future changes. Better PR strategy planning can result from these accurate predictions.
be noticed
Being visible in the first place has always been a key component of PR strategy. In the past, this involved using marketing strategies and mainstream media relations. But the paradigm has changed. Online brand awareness is growing in massive amounts. Large volumes of traffic are directed to websites by websites like Google, so it is essential to rank well in search engines. Search engine optimization refers to a set of techniques used to increase a website’s page rank. Specialist companies like The Publicity Dude help PR and marketing professionals deliver the best possible performance for clients on the Internet. They achieve this by structuring websites for fast loading, researching and applying keyword strategies, and mobile-optimizing client websites. All of these elements have an impact on search engine rankings.
Appearance of influencers
Today, influencers are crucial spokespersons for companies trying to increase their public relations or sell their products and services. As social media has grown in popularity, influencers have emerged. These people are self-taught internet personalities who often have a close connection with their audience. They are able to connect with audiences that are beyond the reach of conventional public relations techniques because of their personal relationship. Sponsoring influencers or turning them into brand ambassadors has proven to be quite profitable, which may help explain why the PR and influencer marketing industry is so huge.
Crisis management difficulties
Every PR expert knows how important it is to act on a problem before it becomes a catastrophe. PR disasters have the potential to drastically damage a company’s reputation and reverse any image-building efforts made by its PR team. The worst PR mishaps are remembered forever.
In particular, two technological advances have made it much more difficult to contain public relations crises today. Disasters can now spread rapidly and unchecked around the world due to the growth of social media, which often attract mainstream media attention. There are essentially no barriers to the transmission of negative advertising due to the near ubiquity of mobile technologies.
Due to advances in technology, PR professionals must react to and prevent PR disasters more quickly than ever before.
(The author is Mr. Rahul Singh, CEO, The Publicity Dude & Business Outreach Magazine and the views expressed in this article are his own)
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