A recent report conducted by the Global PR professionals predicted that the coming few years will be bringing dramatic changes to the communication industry. More than 80%believe that technological innovations would be the basic driver of that change.
Out of five PR professionals, 3 predicted that coming communication technology will increase the engagement of an average citizen. However, the same ratio of PR professionals believed that misinformation will be the basis of that engagement.
Director of the USC center, Fred cook stated: “Since its inception, our industry has championed the art of public relations. Now, we must combine that art with science. Our future relies upon our ability to adopt new tech tools to analyze complex data, engage diverse audiences and measure tangible impact. However, communicators have a profound responsibility to employ these tools to accurately inform and educate the public — and to denounce those who do not.”
Although the rate of the technology tools made available to the Public Relations profession is becoming ever more rapid in proportional to the growing total size, only a few are considered important for the communication work being done at present. Media monitoring devices which have been employed since years are cited by the Public Relations executives as the most fundamental technology tool for their existing work. Social media management & social listening website analytics were ranked the top when asked to predict the most worthy for upcoming work. Although the percentage of PR executives believing that artificial intelligence would be very vital technology in the future for them was 18%, they predict that handful financial reporting & considerable sports coverage will be written by tech robots in the coming 5 years.
Cook further stated: “As public relations professionals, our job is to build relationships between companies, brands, and people. Our industry brings unparalleled insight into the elements of human connection. We know how to listen and to tell stories. Technology will enhance these skills, but it will never replace them.”