The Technological Evolution of PR

Technology has transformed the modern business landscape. The means by which we communicate and distribute information have been greatly expanded. Each day our world becomes more paperless. The field of public relations has not been immune to these changes. But at its core, the "why" of public relations remains the same. As PR professionals, our goal is what it always has been - to develop ethical, productive relationships with the public. The "how," as we will see, has evolved with the changing times.

THE RISE OF THE INTERNET

As David Meerman Scott points out, "The Internet has made public relations public again, after years of almost exclusive focus on media." Connections are being made through new channels where transparency and openness are paramount. A website is nearly essential to the success of a modern business. It can serve many functions: announcing news, providing a space for customer feedback, and hosting electronic press kits and embedded media are just a few examples. A site's blog can humanize a business. Websites can also play a major part of storytelling in PR. Discussion boards, Facebook groups/pages, chats, and more can increase online engagement.

Data source: http://mashable.com/2010/08/16/pr-social-media-future/#rjOjxFt32qqy;
image by Parton.

Research for the public relations professional is much faster than it used to be. Information that was gathered through traditional means such as print media is more accessible thanks to the Internet. Search engines like Google or metasearch engines like Dogpile, make finding information easy. However, just because the information is readily available doesn't mean that it is either useful or accurate. User-contributed sites like Wikipedia can be helpful [citation needed] or harmful. As always, the source of any research is of utmost importance. For better or worse, there are no informational gatekeepers, and just because there's a blog doesn't mean it's helpful - even this one.

In addition to improved researching, another positive benefit to public relations brought about by the Internet is the availability of networking opportunities. There are more viable options that allow PR professionals to connect with one another. Sites like LinkedIn provide a social network for the business-minded. A relatively large amount of training is also available online, even graduate degree programs.

Data source: https://muckrack.com/daily/2014/11/11/7-ways-technology-has-changed-public-relations-besides-getting-rid-of-the-fax-machine/; image by Parton

The times continue to change for communications. Some tools, like fax machines, once marvels of business technology, have been nearly replaced by our use of the Internet. Pagers, another once popular communication tool, have seen a huge decline with the adoption of the cellphone. Currently, many consumers seem physically attached to their smartphones. Talking, texting, and interacting online would appear to be a non-stop process for some. Why write a letter if you can send an email? Why send an email if you can tweet? New means of communication are always sliding into place, and, if you need it, there's probably an app for that.

Texting and Twitter have further brought the concept of brevity into play for PR. Sometimes it's better to have more people read one sentence than less people read a full release. It's all relative to what audience you're trying to reach. Likewise, with the increased use of brief exchanges, much of the audience that we're trying to reach now has a shorter attention span.

These advancements in communication have created both positive and negative effects in the field of public relations. Technology has given us more choices, but we must not lose track of what separates us from machines. Body language and tone are a poor fit for online interaction. A face-to-face talk still goes a long way.

SOCIAL MEDIA

Image credit: REUTERS

According to some, "social media is changing the face of PR." Instead of writing a letter of praise or complaint and waiting on a response, social media allows instant posting, quick responses, and the potential to virally spread the conversation. There can be many benefits to social media marketing as well. Facebook has classified our emotions so that we can "like," "dislike," "love," etc. a post, status, photo, or video. Sharing a post online is just as easy. We can also join groups and start business pages for promotional considerations. Instagram lets us share photos - well - instantly. Twitter keeps our thoughts under 140 characters, but even such a short message can have a long reach.

Many social media outlets provide quantifiable statistics. Some of that information is available publicly like how many followers, how many likes, etc. Other helpful information like how many people actually saw or engaged with each post is available to the account administrator. These figures can help in measuring progress in a PR campaign. There are effective tools like HootSuite and TweetDeck to make social media administration easier, but there isn't a perfect management tool yet. "For now at least, social measurement data should be taken with a grain of salt," says Erica Swallow.

The ease of access to businesses as well as their customer-bases has created a sense of immediacy. Our society has developed into a culture of now. Patience used to be a virtue, but these days it's often a relic. Now that complaints and praise can be shared instantly, there has been a larger focus on the customer experience. David Meerman Scottt reminds us, "In our always-on world, buyers expect instant 24/7 communications."

Data source: retrieved from http://www.cison.com/us/2014/09/6-ways-social-media-changed-public-relations/; image by Parton

NO SUBSTITUTE FOR SKILL

Data source: http://mashable.com/2010/08/16/pr-social-media-future/#rjOjxFt32qqy;
image by Parton

Good writing is good writing whether it's in a blog, newspaper, or tweet. While new tools will never replace the skills and talents necessary for successful public relations, they should be embraced when effective. For example, applying search engine optimization techniques and establishing subscription content across multiple platforms can contribute to more successful PR. Traditional methods like press releases are still viable, but we can't expect them to reach all audiences.

Technology has changed how the message can be delivered, but not the point of the message. As tech continues to evolve, the amount of tools that are available to the PR professional will keep increasing. However, we shouldn't rush to embrace every new development. Peter Linas distills the situation by saying, "The technology you use should help you achieve...by enhancing the PR skills you already have." Just as not all businesses have the same needs, not all PR platforms are applicable for every client.

Incorporating appropriate technology can help the PR professional remain relevant while improving public engagement. Digital tools should be combined with traditional methods to increase the scope and effectiveness of a PR program. Hashtags, trending topics, YouTube channels, blogs, social networks, online reviews, chats, and the like all have their place, but we must not lose sight of the human connection.

SUGGESTED READINGS:
http://www.cision.com/us/2016/03/the-power-of-storytelling-in-pr/
https://www.engadget.com/2015/05/17/microsoft-attention-span-study/
http://mashable.com/2010/08/16/pr-social-media-future/#Gm.f5RU0vqqQ
http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/#77bade052a4d
http://blog.clientheartbeat.com/social-media-changed-customer-experience/
http://www.prdaily.com/Main/Articles/20719.aspx
http://www.cison.com/us/2014/09/6-ways-social-media-changed-public-relations
http://techforluddites.com/the-twitter-hashtag-what-is-it-and-how-do-you-use-it/
https://blog.twitter.com/2010/to-trend-or-not-to-trend

Scott, D.M. (2015). The new rules of marketing & pr. Hoboken, New Jersey: John Wiley & Sons, Inc.