Except for media monitoring and social media tools, few technology services generate much enthusiasm among PR professionals. In fact, some emerging technologies cause concerns.
Just under half (44%) of PR executives surveyed for the 2019 USC Annenberg Global Communications Report cite media monitoring services as the most important tech tool for their current work. Over half predict social listening/analytics and media monitoring will be very important for future communications work.
Newer technologies, like virtual reality, augmented reality and voice assistants, are not considered important to current work by roughly two-thirds of PR executives. Customer relationship management, search engine optimization and web analytics fall somewhere in between.
Marketing and measurement surface as key factors in driving the adoption of new technology. Main drivers for technology use within the PR agency or department included pressure to deliver measurable ROI (28%), integration of communications and marketing (25%), and expansion of the number of media channels (19%).
PR professionals have learned that monitoring popular social media platforms, in addition to blogs and message boards, is as important as monitoring traditional news outlets. Social media posts now affect brand reputation and purchases as much as mainstream news.
More Americans obtain their news through social media than ever and the figure continues to rise, according to the Pew Research Center. Social media news consumption is no longer confined to the young or internet savvy. That means monitoring social media for mentions of the brand, products, company leaders and the company’s other keywords is essential in today’s environment.
Technology for Communications: Good or Bad?
Most PR pros predict the next few years will bring dramatic change to the communication industry. Eighty-three percent believe technological innovations will be a powerful driver of that change, and most believe not all of it will be good.
Three out of five public relations professionals (61%) predict that future communication technology will cause the average citizen to become more engaged. However, just as many believe that engagement will be based on misinformation. About three-fourths (74%) think that will lead to a more polarized society.
PR students are slightly more optimistic. Only 43% predict citizens will be more misinformed in the next five years, while 53% say society will be more polarized.
“Our future relies upon our ability to adopt new tech tools to analyze complex data, engage diverse audiences and measure tangible impact,” said Fred Cook, director of the USC Center for Public Relations. “However, communicators have a profound responsibility to employ these tools to accurately inform and educate the public — and to denounce those who do not.”
Machines vs. Humans
With technology advancements in the communication industry, will machines or humans be more important in the future? The survey participants gave a mixed response. While nearly half (47%) of PR professionals answered, “Human capital will be more important in the next five years.” Another 30% expect they will have equal importance.
Students predict the machines will rise: 46% say that technology will be more important than humans in the communication industry, while only 32% say the opposite.
“Our industry brings unparalleled insight into the elements of human connection,” Cook said. “We know how to listen and to tell stories. Technology will enhance these skills, but it will never replace them.”
PR professionals recognize that artificial intelligence is altering the media landscape, but they don’t realize how quickly it’s happening. They predict about 35% of financial reporting will be written by robots in five years, but Bloomberg reports that 30% of their financial stories are already developed by AI.
Bottom Line: PR pros recognize the value of media monitoring and increasingly appreciate the importance of social media monitoring and analytics. Other technologies, such as artificially intelligence and virtually reality, elicit much less excitement. Some even fear tech tools will prompt more misinformation and a more polarized society.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
