THE ROLE OF MODERN TECHNOLOGY IN MODERN PR

 

Technology has had a tremendous impact on solving problems in the digital era. It has transformed the way public relations practitioners deal with company crises by offering new communication and brand administration instruments and venues. The blog helps in describing the technology transformations including media monitoring to digital storytelling practices that enhance the practices of public relations.

Technology has significantly altered the context of PR (public relations), transforming both the way communications are conveyed and the methods for monitoring and responding to public mood. One of the most notable changes is in the surveillance of the media.

●      Public relations practitioners depended primarily on conventional media outlets such as newspapers, periodicals, and television news for monitoring references of their customers' names or companies (Bekele et al., 2022, p.61).

●      This method was time-consuming and frequently incomplete.

However, with the development of digital media and improved monitoring instruments, PR professionals are able to track references in real time through a variety of online platforms such as blogs, social networks, forums, and news websites.  Hence, this makes it possible for organisations to react quickly to new concerns, interact with their target market more successfully, and more precisely measure the success of their efforts.
                                     

Figure 1: Digital storytelling practices

(Source: Developed by author)


Technology has also made it easier for people as well as organisations to create and distribute content along with enabling PR professionals to become digital storytellers. Based on the statements of Nicoli et al., (2022, p.163), digital storytelling is an excellent marketing strategy for increasing brand awareness among the target group and improving public relations with others in an effective way.

●      Press or media marketing professionals focus on sharing updated information as well as any information regarding the venue set, campaign arrangements, new product, or service lunch among their target audiences through storytelling practices.

●      The storytelling practices include visual images, attractive ads, and unique quotes and audio in their interactive internet pages, which offers an attractive presentation to the consumers in the global market areas.

Hence, storytelling is a significant technological transformation that increases the ability of an organisation to manage public relations with the target audiences. According to León et al., (2022, p.981), stories can engage and attract an audience in ways that facts and data are unable to attract a person effectively. Public relations practitioners can use storytelling to develop conditions in which customers believe in themselves and are emotionally attracted to the brands successfully. Hence, PR relations practitioners are able to create interest, awareness, and loyalty among consumers by using a string of storytelling practices effectively.

On a concluding note, the blogs share relevant information including the significance of the transformations including media monitoring to storytelling, which increases the public relations management practices of a brand. Storytelling is a more effective practice compared to media monitoring practices as it attracts audiences emotionally, and fosters deeper connections. PR professionals are able to influence opinions, increasing the brand impression by using storytelling practices, which create a strong relationship and brand loyalty effectively.


 

References

Bekele, T., Adnew, M. and Gebeyehu, T., (2022). Assessing the Practice of Public Relations’ Practitioners in Creating Service Awareness and Reputation. The Ethiopian Journal of Social Sciences and Language Studies (EJSSLS), 9(1), pp.53-77. Available from: https://ejhs.ju.edu.et/index.php/ejssls/article/download/4454/1629 [Accessed 7th May 2024]

León, B., Negredo, S. and Erviti, M.C., (2022). Social Engagement with climate change: principles for effective visual representation on social media. Climate Policy, 22(8), pp.976-992. Available from: https://www.tandfonline.com/doi/pdf/10.1080/14693062.2022.2077292 [Accessed 7th May 2024]

Nicoli, N., Henriksen, K., Komodromos, M. and Tsagalas, D., (2022). Investigating digital storytelling for the creation of positively engaging digital content. EuroMed Journal of Business, 17(2), pp.157-173. Available from: http://www.jsisfotek.org/index.php/JSisfotek/article/download/311/193 [Accessed 7th May 2024]

 

 

 


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