Legal, Ethical, & Social Foundations of Public Relations: A Plan to Improve Tech Use in PR

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Technology is an ever-changing world. New devices and platforms seem to be introduced just as we get comfortable with the last upgrade.

As new tech continues to develop, it is important for the PR professional to be aware and ready to adapt to these powerful tools that can benefit our practice. If a piece of tech or app becomes widespread and used by many, chances are it is important enough to consider incorporating. We must adapt with the changing times. If we didn't I would have sent this message on the telegraph (STOP), not a blog (STOP).

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There are many reasons to stay current with new technology. The effective use of technology can help the PR professional build new relationships and improve communication. Technology offers new routes to reach a wider audience. Instead of being overwhelmed by all the choices, we should consider it a challenge to find the best fits and use them to our advantage.

A plan to improve the technological limitations found in public relations needs to address not only the products/apps/software, but also the users. I propose that this non-sequential plan has three steps:

establish standards
conduct training
engage online

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ESTABLISH STANDARDS

Whether you are an independent PR professional or the leader of a staff, it is important to establish what you're wanting from technology. Are there devices, apps, and software that you are using, but not fully utilizing? A good means to measure what a knowledge base is would be to develop and conduct a pre-test. In some cases, you may need help from a tech specialist to determine to what extent you should be using the technology in question. A pre-test is best applied to software like Microsoft Office, Google Docs, and the like. The results of the pre-test will help reveal areas in need of improvement.

Research should also be conducted to familiarize yourself with what technology is available. There are a variety of PR and technology industry trades, as well as blogs, that can assist in this process. Another good idea is to follow the online activity of other successful PR professionals. The standards you establish will continue to develop the more you research, conduct training, and engage in the online community.

Some professions (like education) require practitioners to take classes or pass skill assessments in order to keep their license. While there currently is no such practice among PR professionals (to my knowledge), it may be worth considering as the appropriate use of technology becomes more vital to our success.

CONDUCT TRAINING

Training can be accomplished in many ways. One option to consider in providing technology training would be to hire a tech professional to lead professional development sessions. This person should be someone skilled in both explaining the new technologies as well as how to best integrate it into your practice.These trainers are commonly referred to as technology coaches. Technology coaches can be found locally, flown in, or serve in an online capacity.There are many to choose from online with varying specialities. As always, it is important to research a coach's credentials. Just because they are skilled in technology doesn't mean that they are able to transmit that information through good teaching techniques. As Ruth Mayhew says, "Savvy training and development specialists implement programs that improve technical proficiency or training that assists employees in acquiring new skills."

Another route to consider for training would be college courses, in both traditional or online settings, which are available to improve technology skills. Some courses may also be used as credit in a graduate degree program as well.

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Additionally, there are numerous conferences that address incorporating technology into business and the field of communications.Not only are conferences a way to educate yourself or your staff about the available technologies, they are also excellent opportunities to network with other professionals and see live, hands-on demonstrations of new tech.

ENGAGE ONLINE

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One of the best ways to improve the use of technology is to simply use technology. Many of the most common apps and software are user-friendly and somewhat intuitive.The Internet is full of helpful information regarding most of them. Social media plays an increasingly-critical role in PR. Facebook, Twitter, LinkedIn, Pinterest, and Instagram are all user-friendly social media platforms worth exploring. There is a multitude of public relations online training available for free including YouTube lectures, blogs, and more. You could choose to attend web conferences and hold your own webinars. Skype and other video chat services should also be explored. Membership in the Public Relations Society of America might also help guide your pursuit of appropriate technology.

Additionally, being engaged online can help you avoid bright shiny object syndrome. Not every new piece of tech or the latest app will be of use to the PR professional. The more involved you are with online reading, conferences, and networking, the more knowledgeable you will be about what is best for your practice. As you learn more about what technology to use and how to use it, be sure to revisit your standards for evaluation and adjustment. As technology continues to change, your standards likely will too.

Legal, Ethical, & Social Foundations of Public Relations

Tuesday, October 4, 2016

A Plan to Improve Tech Use in PR

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