PR Tech: Envisioning future of new-age PR with a tech-driven lens

Authored by Shagun Sharma, Branding and Communications Head, Teamology PR

Public Relations (PR) is the art of managing communication between an organization and its stakeholders. It has been an important aspect of business for decades, and as technology advances, so does the field of PR. In recent years, PR has evolved to include the use of technology to improve the efficiency and effectiveness of PR campaigns. This integration of technology and PR is commonly known as PR Tech.

Post the arrival of digital PR, PR has evolved and is today powered with the use of technology. PR Tech is the future of PR, as it helps to streamline communication, increase engagement, and measure the impact of campaigns. Here are some of the ways in which PR Tech is changing the landscape of PR

Media Outreach: With the help of PR Tech, organizations can find and connect with journalists and influencers in their industry, and pitch their stories to them. This saves time and effort, and increases the chances of getting media coverage.

Personalization : Personalization is becoming increasingly important in PR. PR professionals use data analytics tools to gain insights into audience preferences and behavior. With this information, they can create personalized campaigns and messages that resonate with their target audience.

Influencer Marketing :Influencer marketing has become an integral part of PR strategy. This marketing approach involves working with social media influencers who have a large following and influence on their audience. PR professionals use influencers to promote their brand, products, or services to a specific audience.

Social Media Listening: PR Tech allows organizations to monitor social media platforms for mentions of their brand or industry. This enables them to respond to customer queries, address complaints, and identify potential issues before they escalate.

Data Analytics: PR Tech provides insights into the effectiveness of PR campaigns, allowing organizations to measure the impact of their efforts. This helps in refining PR strategies and improving ROI.

Digital Content Creation: With the rise of digital media, organizations need to create high-quality content that is visually appealing and engaging. PR Tech provides tools to create multimedia content such as videos, infographics, and images that can be shared across social media platforms.

Crisis Management: PR Tech helps organizations to quickly respond to crisis situations by monitoring social media channels, identifying potential issues, and providing real-time updates to stakeholders.

The benefits of PR Tech are clear, and its adoption is growing rapidly. According to a report by Meltwater, 94% of PR professionals use some form of technology to support their work. This trend is set to continue as technology advances and new PR Tech solutions emerge.

PR Tech involves a significant investment of time, money, and resources, but as the industry grows, the services have been made increasingly pocket friendly and pitched with an ROI perspective. PR agencies help clients achieve this by positioning them as experts in their field through strategic media placements, speaking opportunities, and thought leadership content such as white papers and research reports.

In conclusion, PR Tech is unquestionably the future of PR. It provides a range of tools and solutions that can help organizations to streamline their communication, increase engagement, and measure the impact of their campaigns. While there are challenges to be overcome, the benefits of PR Tech are clear, and it is set to become an essential part of the PR toolkit.