In today’s fast-paced digital landscape, public relations (PR) professionals face the ongoing challenge of proving the value of their work while striving to avoid burnout. To address these issues, the PR industry is increasingly turning to technology, embracing automated tools and insightful data to streamline workflows and improve outcomes. Let’s check on the state of PR technology in 2023!
The evolution of PR technology
In recent years, PR professionals have been leveraging technology to enhance their productivity and demonstrate the value of their work. In 2023, automated software continues to play a vital role in PR workflows, offering features such as media list creation, press release generation, email analytics, media monitoring, and custom reporting. While some professionals use specialized tools for specific tasks, others opt for comprehensive PR platforms that encompass the entire PR process, from media database research to detailed client reports. The use of PR technology has become increasingly prevalent, with global search volumes for PR-related keywords on the rise, indicating a continued interest in software and digital solutions.
One significant development in the PR industry is the incorporation of artificial intelligence (AI) into various aspects of PR practice. AI technology enables next-level efficiency enhancements, particularly in idea generation and content creation. While discussions on the value and threat of AI in the industry are ongoing, a majority of PR professionals (63%) report positive emotions and optimism about AI. Early adopters see AI as a tool that automates recurring tasks, provides initial drafts for ideas and content, and boosts overall work output. However, concerns regarding the impact of AI on PR practice have also surfaced.
A recent survey by Prowly with over 300 PR professionals identified the most common challenges faced by PR practitioners globally. Connecting with journalists, finding relevant media contacts, receiving responses, and securing coverage in top-tier publications emerged as significant hurdles. PR software offers tangible advantages in these areas, including access to extensive media databases, improved pitching through detailed analytics, and automated follow-ups. PR professionals expressed a strong desire to improve their efforts in securing top-tier publications, tracking and measuring PR efforts, and gaining a better understanding of media contacts and their beat. These areas are interconnected and contribute to overall PR success.
In Vietnam, PR professionals are also embracing technology to enhance their practice. With the country’s growing digital landscape, there is an increasing demand for efficient PR processes and measurable results. PR practitioners in Vietnam are utilizing automated tools and all-in-one PR software solutions to streamline their workflows, access media databases, and improve pitching strategies. As in other countries, challenges such as connecting with journalists and securing coverage remain prevalent in Vietnam’s PR industry. By leveraging technology, Vietnamese PR professionals can overcome these challenges and focus on building relationships, strategic planning, and delivering nuanced communications to their clients.
The future of PR with technology
The adoption of AI in PR is not without its concerns. The top worry expressed by PR professionals worldwide is the potential spread of fake news through AI-generated content. The fear is that misinformation could damage their clients’ or organizations’ credibility and reputation. Another concern revolves around the loss of the human touch in PR processes. PR professionals highly value their personal relationships, human intuition, and emotional understanding of effective communication. They worry that AI-driven processes may lack authenticity and impact the interpersonal aspect of PR. Additionally, there are concerns about AI diminishing the need for human creativity and critical thinking in PR, potentially replacing innovative strategies with standardized approaches.
Despite these concerns, the overwhelming majority of PR professionals recognize the primary benefit of incorporating AI: enhanced efficiency. AI has the potential to streamline processes, save time, and optimize workflow management. It is expected that PR professionals will continue to deliver human values that AI has yet to replicate, such as nuanced communications, relationship building, and strategic planning. Optimism remains strong regarding AI’s ability to provide PR professionals with more time to focus on higher-level tasks, contributing to improved overall results.
PR professionals globally, including those in Vietnam, are leveraging technology to enhance their practice, streamline workflows, and achieve measurable results. As the PR industry continues to evolve, striking a balance between technology and human expertise will be key to ensuring successful PR campaigns and maintaining the value that PR professionals bring to their clients and organizations.