Technology and PR need to align in driving campaign effectiveness
All the amazing technology in the world, and budget will not help you if you do not have a framework for the application of the technology in meeting your PR objectives. It is easy to subscribe to a new tool, a new channel and feel like you are moving with the times.
While there is an understanding of PR in terms of the media (online, broadcast, print, social etc) and of writing a press release, the use of technology remains an even bigger opportunity to distribute and track your PR efforts. While there are platforms that looks at sentiment, the value in rand terms of how much you would have paid if you went to advertise on certain platforms.
The other side of this which is a bit less glamourous, requires a key understanding internally on the use of technology. This involves getting your team to first understand how the platforms works, what metrics are important to the client (mentions etc) and then also being able to link back the PR to business objectives (was it a hit or a miss?)
The continued acceleration of the digital landscape can make it seem like you might be playing catch up on all the technology that is out there. While there is a need for each brand to accelerate on digital efforts and an understanding of customer needs, it is important that our pace is aligned to the overall organizational strategy.