With over 85% of PR professionals expecting their focus on technology to increase significantly over the next five years, it's clear that keeping up to date with the latest PR trends and technology is essential.
Here are four technology trends that are set to transform PR and communications in 2017.
1. Big Data Needs Big Analytics
Data underpins every aspect of modern marketing and PR, which is why more and more marketing platforms are including some kind of built-in analytics capacity. The ability to track the effects of your PR campaigns will become increasingly important in 2017.
2. The Shifting Social Media Landscape
Communications between businesses and their customers are increasingly being played out on social media, rather than on traditional channels such as email or telephone. When today’s customers have a problem or question, they expect to be able to contact companies through social media and receive an almost immediate response. They also expect their favourite brands to have an active presence on social media and are ready to respond with comments and likes when content they enjoy is shared.
In 2017, experts predict that Facebook, Pinterest and Instagram will become even more important to marketers and PR professionals, as they are all platforms with highly engaged audiences. However, 2017 may be the year that Twitter’s popularity finally begins to wane.
3. Video Is the Future of Communication
The online world is experiencing a revolutionary shift away from a reliance on text-based content, toward a situation in which video is the go-to communication medium. Now that the vast majority of people in the developed world have access to a high-speed Internet connection, even when they are browsing on mobile, PR and communications professionals can embrace video without worrying about alienating a large section of their audience. In a world where fake news abounds and consumers feel like they always have to be on the lookout for scams, video provides a level of authenticity that can be extremely valuable for building trust.
Video and image creative tools are already some of the most popular tools used by more than 50 percent of communicators, but demand for them can be expected to grow even higher in 2017. To get ahead of the trend for authentic video content, communicators need to pick the right creative tools and learn how to use them to create engaging video content.
4. Email Still Matters
In 2017, email remains an extremely important form of communication between businesses and their customers. However, communicators will need to change how they use this traditional marketing tool. Now that customers are most likely to view their emails on mobile phones, expect to see the average length of an email shrinking to fit the smaller screen size. It’s also likely that communicators will begin to integrate email with other aspects of their communication processes; for example, the latest generation of chatbots can send emails to customers, using data from their conversations with customers to personalise the content of the email. The more personalised email communications become, the more valuable they will be for building strong relationships with customers.
Staying On-Trend With Technology
If you’re wondering how you’ll keep up with the latest technology trends in PR and communications, you need to read our "PR Revolution" three-part series. In this series, you’ll find information about the latest tech tools, along with tips on incorporating them into your PR strategy.