Technology is literally shaping the future of New PR: Experts

The pandemic times has see a rapid shift to digital, which has brought in a lot of innovation in technology and the way we communicate with each other. Both brands as well as PR agencies are embracing technology as it is the need of an hour to get maximum results.

On Friday, June 11, 2021, Adgully in its weekly Twitter Chat #GullyChat turned the spotlight on ‘How PR agencies have embraced technology during the pandemic’ and emphasised on how the future of PR is now dependent on Technology.

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Taking part in the discussions was an expert panel comprising:

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

Role of technology in PR

Udita Dutta, Founding  Principal, Artsmith - Concepts & Visions, noted, “The introduction had happened a while back, but I personally feel the dependence has gone up exponentially lately. The use of technology is still primarily dependent on calls, presentations, or virtual press conferences; however in sports we have used it seamlessly to monitor and narrate stories about our athletes going for the Olympics and their training.”

Komal Lath, PR Consultant & Entrepreneur, Founder, Tute Consult, expressed her view by quoting William Gibson – ‘The future is already here. It is not just evenly distributed.’

According to Kulpreet Freddy Vesuna, Founder & Managing Director, Impact Public Relations, “The Public Relations sector has always been an early adopter of technology as it connects people. We live in an age of data and technology, which has always played a vital role in Public Relations. Every area of Public Relations has been affected by technological innovations in a positive way.”

Adding further, she said, “Measurement has always been a concern for the sector, with AI integration, data analytics and newer technologies help mitigate these for the sector.”

Sharmilee Daru, Founder and Director at Sharmilee Daru Consulting - PR and Communication, said, “Technology is not new to the PR business. However, the evolution and advancement of technology has brought about better mediums for work for the PR industry just like it would for any other.”

She further said, “New technology comes with its challenges for adoption and acceptance. The world will move in the direction irrespective. COVID-19 and the subsequent lockdown have fast tracked this process. Adoption and acceptance will be key. The culmination of PR efforts eventually comes down to delivery for the brand in the media ecosystem. Many media platforms beyond Google show the coverage a client may have received through the digital space. The process has been made much simpler.”

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Akshaara Lalwani, Founder & CEO, Communicate India, noted, “Technology has always plays a pivotal role in public relations, since we are the bridge connecting brands to their audience. However, recently brands have started recognising the wonders that technology can do. This has brought about a boom in the ways brands use digital technologies to keep their game up, especially during unprecedented times. Digital Media has had a strong positive effect on PR and even more so on start-ups.”

She further said, “The major reason is that it has a quicker turnaround time, meaning faster than ever to get your brand or company placed in the media unlike, traditional media, where editorial calendars are planned months ahead and the lead time for a story to hit the press.”

According to Sonali Sokhal, Founder, Intelliquo Integrated Communication and Co-Founder, PRPOI, “PR has always been an early adopter of technology – from using digital and social formats to VR, PR has always innovated.” 

Follow the conversation on Twitter – @adgully.