How the Use of Technology has Transformed  the PR Landscape

By Toluwani Shoniran

A few years ago before Mary, my great grandmother, passed on, she invited me to her house one chilly evening. As we sat by the fireplace, a call came through my mobile handset and I excused myself to answer it. Throughout my animated conversation with the caller who happened to be my best friend,  my great grandmother could not take her eyes off me. When I finally ended the call, she heaved a sigh of relief and commented,  "Long ago, my dear Tolu," she began, her eyes sparkling with nostalgia, "communication was a completely different affair. We didn't have the luxury of mobile phones or even the internet. We relied on simpler means to connect and spread news."

I remember her narrating the story of her own mother dying during childbirth in Borno state and how she wasn't aware until six months later when the pallbearers showed up at her town in Ogun state with her mother’s corpse.  During that time, written letters had to endure treacherous journeys that could stretch for months before reaching their destination. Some even went as far as training carrier pigeons and using them to deliver messages. 

Thankfully, with the advent of telephones, modern telephony and technology, these issues of communication  have become things of the past.  Technology has revolutionized all the industries of the world and the Public Relations sector has not been left out. With the advent of new tools and platforms, the PR landscape has experienced significant transformations, providing both opportunities and challenges. 

Expanding Communication Channels

Technology has vastly expanded communication channels, enabling PR professionals to connect with their target audiences in more effective ways. Social media platforms have emerged as powerful tools for disseminating information, engaging with stakeholders, and building brand awareness. According to Backlinko.com, 1 in  every 2 people use social media with about 93% of them being active users. These platforms ultimately enhance PR strategies' impact with their clients, stakeholders and the general public. 

Vast amounts of data have empowered PR practitioners to make informed decisions. Advanced analytics tools provide valuable insights into audience preferences, sentiment analysis, and key performance indicators.For example, search engine optimization websites enable Public relations professionals to know the amount of traffic online news websites pull in. This data-driven approach enables PR professionals to measure campaign effectiveness, identify trends, and refine messaging for better engagement.

Technology has transformed the world into a global village, enabling PR practitioners to reach global audiences with ease. Through emails, video conferences, and webinars, professionals can engage with stakeholders across different parts of the world without physical presence. Live streaming events generate real-time buzz and interaction, amplifying the reach and influence of PR initiatives.

Crisis Management Made Simple

Quick and effective communication is essential during times of crisis to maintain a positive reputation and address concerns promptly. With technology, the news cycle has become a continuous flow, requiring PR professionals to be constantly vigilant and responsive. Technology tools, such as monitoring software and social listening platforms, help PR teams track conversations, identify emerging issues, and mitigate reputational risks.

As technology continues to advance at a rapid pace, PR professionals have been able to  adapt and embrace emerging tools and platforms. Staying updated with trends like artificial intelligence (AI), virtual reality (VR), and augmented reality (AR) offers new avenues for engaging audiences and delivering impactful PR campaigns. ChatGPT, an AI language model, has revolutionized content generation and interactive conversations, enabling PR professionals to stay ahead of trends and effectively connect with their target markets..

Technology has significantly enhanced the efficiency and collaboration within PR teams. Cloud-based project management tools and communication platforms streamline workflows, allowing real-time collaboration and resource sharing. Additionally, the rise of social media and influencer marketing provides opportunities for PR professionals to amplify their messages through collaborations with influential individuals or industry experts.

While technology has brought numerous benefits, it has also introduced challenges to the PR landscape. The speed at which information spreads can lead to misinformation, rumors, and crises that require rapid response strategies. Data overload and maintaining authenticity in the digital world pose additional challenges. Ethical considerations such as data privacy, online security, and fake news demand increased vigilance from PR professionals.

Technology has no doubt transformed the PR landscape, providing unprecedented opportunities for communication, engagement, and brand building. PR professionals must navigate challenges posed by the 24/7 news cycle, crisis management, data overload, and the need for authenticity. By embracing technology, staying transparent, adhering to ethical standards, and actively monitoring online conversations, PR professionals can leverage its power to build stronger connections, amplify brand messages, and drive meaningful impact in the digital age.