How technology is powering the PR business during pandemic times

In the last few years, technology has changed the world and the world of Public Relations is no exception. High Internet penetration, growing use of mobile phones and the power of social media are just few instances as to how technology has impacted and how people communicate and how messages are transmitted and consumed. Today, there are countless tools that let one do more and are specifically designed and created for the challenges that PR professionals are facing in a digitally transformed world.

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While the use of technology is slowly coming into action in the PR business, but one is not sure how many in this business agree that it will help Public Relations professionals to bring in more efficiency and productivity. Will it really help in replacing some of the work that the human brain does? What about the accuracy and also the skillset one has to develop? What is the investment outlay in buying or implementing the technology? These are some of the challenges and concerns that the PR agencies have to address to get the best use of technology.

 However, the reluctance is gradually dissipating now as more and more PR agencies and clients are considering to embrace technology and leveraging the same.

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In the last one year, the impact of technology has accelerated due to the pandemic and today, both brands and PR agencies are embracing technology as it is the need of the hour to get maximum results. Today, with AI and analytics PR will be able to access all of the benefits that data analysis can bring, including a better understanding of the digital world. It will help in fine tuning messages for their customers and individually tailor and customise their campaigns to their target audience and thereby saving time in creating content.

Adgully’s weekly TwitterChat property turns the spotlight on ‘How PR agencies have embraced technology during the pandemic’ this Friday, June 11, 2021. Joining in the discussions will be:

Akshaara Lalwani, Founder & CEO, Communicate India

Kulpreet Freddy Vesuna, Founder & Managing Director, Impact Public Relations

Komal Lath, PR Consultant & Entrepreneur, Founder, Tute Consult

Sonali Sokhal, Founder, Intelliquo Integrated Communication and Co-Founder, PRPOI

Sharmilee Daru, Founder and Director at Sharmilee Daru Consulting - PR and Communication

Udita Dutta, Founding Principal, Artsmith - Concepts & Visions

Join the exciting conversation this Friday, June 11, 2021 between 3 pm and 4 pm on Twitter by following @adgully.