New tech and the future of PR

Dubai - Smart innovations are changing the game. Use them wisely

Look anywhere in the news these days and you'll read about the latest updates in artificial intelligence and smart technology. Although these emerging technologies is scary for some people, as communications professionals it's important to consider the future of communicating and how we must adapt in accordance to change.
VR headsets, open-source gaming, QR advertising and messenger marketing are just a few examples of areas that are now fair game for reaching audiences as we work in the public relations and communications industry. We need to seriously consider all areas within which people are adapting their personal communication in order to do our clients justice when broadcasting their messages and listening to their audiences.
 
Artificial intelligence
AI is already at play in a lot of areas across the PR and communications industry: scheduling messages, automating responses and creating content from a list of pre-defined sources. AI is helping agencies work on the smaller jobs whilst PR professionals work on strategy and brand development. All PR agencies must put a key focus on how AI can streamline communication and help people do their jobs better as they look toward the future.
 
Digital storytelling
Agencies use digital storytelling to engage with audiences and let customers and prospects get to know the people behind your company. What are your passions and struggles? What distinguishes you from your competitors? Use this narrative to keep prospects engaged and informed about the ins and outs of your company.
 
Social listening
With many applications and programs available online such as Hootsuite and Mention, agencies can be on top of brand mentions and current affairs in real-time. As time progresses it's important to harness these listening tools and show both clients and the public that you have your finger on the pulse in every aspect of things that will impact or change your industry.
 
Virtual reality
VR isn't just for gamers and movie lovers, it's a huge opportunity for companies and brands to harness technology, tell stories, and engage with their audiences. VR has given us longer engagement as people become fully immersed in what they're viewing, increased trust and deeper emotional engagement. Brands and PR companies alike should be aligning their digital strategy to consider the options that VR will offer their clients in the not too distant future.
 
Specialist PR
Does your agency specialise in a certain area of niche and excel by employing experts within this area from across the globe? More and more companies are seeking out specialist PR these days as they strive to reach the goals and become the best within their industry. Many agencies are narrowing down their offering to a specific area that they know they are the best at achieving results for their clients.
 
Do you lead your market space?
On top of emerging technology, many businesses are now expecting analytical reporting on all aspects of PR as standard. Do you use the best social, e-mail and Web analytical tools to offer fair reports you your clients? Do you use these results to sit down with clients and shape future strategies?
The future's full of wonderful technology and this is just the beginning.
The writer is PR director at Matrix Public Relations. Views expressed are her own and do not reflect the newspaper's policy.