The State of PR Technology 2022 Report provides a comprehensive analysis of the current and future trends in public relations technology. The report explores the impact of emerging technologies such as artificial intelligence, blockchain, and virtual reality on the PR industry. It also delves into the role of data and analytics in PR, examining how PR professionals can leverage these tools to better understand their audience and measure the effectiveness of their campaigns. The report also discusses the challenges faced by PR professionals in adopting new technologies and offers insights into how they can overcome these challenges.

Highlights from The State of PR Technology 2022 Report

The report provides insights into how PR technology is evolving and how it can be used to drive better results and more effective communication strategies. Here’s a peek at what you are likely to find in The State of PR Technology 2022 Report:

Increasing awareness of PR tools

There are several reasons for the increase in awareness of PR tools in recent years:

  1. Growing importance of online reputation: With the increasing use of social media and online platforms, it has become more important than ever for individuals and organizations to manage their online reputation. PR tools can help in monitoring and managing online mentions, reviews, and feedback. This has led to an increased awareness of their importance.
  2. Increase in competition: The market is becoming increasingly competitive, and companies need to use all available tools to stay ahead of their competitors. PR tools can help in creating a positive image for the brand, which can give them an edge over their competitors.
  3. Advancements in technology: The advancement in technology has made PR tools more accessible and easier to use. With the availability of automation tools, it has become easier to manage and analyze PR campaigns, which has led to an increase in their usage.
  4. Growing importance of influencer marketing: Influencer marketing has become a popular marketing strategy, and PR tools can help in identifying and managing influencers who can promote a brand. This has led to an increased awareness of the importance of PR tools in influencer marketing.

Increasing popularity of media databases and media monitoring tools

Media databases and media monitoring are valuable tools because they allow individuals and organizations to stay up-to-date with the latest news and information in their field of interest. Here are some reasons why:

  1. Stay informed: With media monitoring tools, you can stay informed about the latest news and trends in your industry or field. This can help you make better decisions, stay ahead of the competition, and identify potential opportunities.
  2. Track mentions: Media databases allow you to track mentions of your company, brand, or products in the media. This can help you measure your public relations efforts, identify potential issues, and respond to media coverage in a timely manner.
  3. Analyze sentiment: Media monitoring tools can analyze sentiment in news articles and social media posts, allowing you to understand how people are reacting to your brand or product. This can help you identify potential issues and adjust your messaging accordingly.
  4. Competitive analysis: Media databases can be used to track your competitors’ media coverage, allowing you to stay informed about their activities and strategies. This can help you identify potential threats and opportunities, and adjust your own strategies accordingly.
  5. Save time: Media databases and monitoring tools can save you time by automatically collecting and organizing relevant information. This allows you to focus on analyzing and interpreting the data, rather than spending time searching for it.

Increasing dissatisfaction with some PR tools

There can be several reasons why some individuals or organizations may feel a lack of satisfaction with certain PR tools. Some possible reasons are:

  • Limited functionality: Some PR tools may not offer a wide range of features or functionalities that are required to meet specific PR goals or objectives. For instance, a tool may be great at social media monitoring but may lack features for media outreach or influencer identification.
  • Poor user experience: If a PR tool is difficult to navigate or use, users may become frustrated and lose interest in the tool. This can result in a lack of satisfaction with the tool’s performance and effectiveness.
  • High cost: Some PR tools may come with a high price tag, which may not be justifiable to the user or organization. If a tool is too expensive, users may look for alternative, cheaper options or may even resort to manual methods.
  • Limited integration: PR tools may not integrate well with other tools or software that a user or organization may be using. This can result in inefficiencies, duplication of efforts, and a lack of satisfaction with the overall PR process.
  • Lack of customization: If a PR tool cannot be customized to meet specific needs or requirements, users may not be able to achieve their desired outcomes. This can lead to a lack of satisfaction with the tool’s performance and effectiveness.

Slow adoption of some PR tools

Here are several potential reasons why the adoption of PR (Public Relations) tools may still be slow:

  1. Limited awareness and education: Many PR professionals may not be aware of the benefits of PR tools or may not have a deep understanding of how they work. Without proper education and training, they may be hesitant to adopt these new technologies.
  2. Budget constraints: Some PR teams may not have the financial resources to invest in PR tools. These tools can be expensive. If companies are already stretched thin financially, they may be reluctant to spend money on new technology.
  3. Resistance to change: Some PR professionals may be resistant to change and may be more comfortable with traditional PR methods. They may view PR tools as unnecessary or a threat to their current way of doing things.
  4. Lack of customization: Some PR tools may not be customizable to specific industries or niches, which can be a turnoff for PR professionals who work in specialized fields. They may feel that the tools are too generic and not tailored to their needs.
  5. Complexity: Some PR tools can be complex with a steep learning curve. This can be overwhelming for PR professionals who already have busy schedules and may not have the time to invest in learning a new system.

Additional topics covered in the State of PR 2022 report

More topics covered in report on the State of PR Technology 2022 Report include:

  1. Overview of the PR industry: An analysis of the current state of the PR industry and the new trends that are shaping it.
  2. Emerging technologies: A review of new technologies that are transforming the PR landscape, such as AI, machine learning, and big data analytics.
  3. PR measurement and analytics: An examination of the tools and techniques used to measure the impact of PR campaigns and strategies.
  4. Social media and influencer marketing: An analysis of the role of social media and influencer marketing in PR and how technology is being used to manage and measure these efforts.
  5. Crisis management and reputation management: A review of the tools and strategies used to manage PR crises and protect a company’s reputation.
  6. Collaboration and productivity: A discussion of the tools and platforms used by PR teams to collaborate and improve productivity.
  7. Ethics and transparency: An exploration of the ethical and transparency issues surrounding PR and how technology is being used to address these concerns.

The bottom line  

In conclusion, the State of PR Technology 2022 Report highlights the rapid evolution of technology and its increasing importance in the public relations industry. The report suggests that AI, automation, and data analytics will continue to shape the future of PR. This will enable practitioners to improve their strategies, target audiences more effectively, and measure their impact more accurately. The report also emphasizes the need for PR professionals to stay up-to-date with the latest technologies and adapt to the changing landscape. Furthermore, it encourages the industry to embrace innovation, collaboration, and diversity to remain competitive and relevant.

Many brands are equipped to take advantage of the trends in this report but lack the time. Other brands might have the time but lack the resources and expertise required to take advantage of these trends. It is for this exact reason that Pressfarm exists.

How Pressfarm can help you leverage these trends

The experts at Pressfarm keep their finger on the pulse of the industry, so they know what PR trends are gaining ground at any given time. By drawing from their industry experience and collective knowledge, they can help your brand to stand out when it matters most. The Pressfarm team can provide a range of services, including press release writing, guest post writing, with the distribution and publication of both press releases and guest posts.

The PR team at Pressfarm also consists of expert designers who can create a custom media kit that speaks to your audience in a language that they can relate to. Armed with a crew of SEO experts, Pressfarm ensures the placement of your content in respectable media outlets to boost your online visibility.

Finally, as a Pressfarm client, you can enjoy year-long access to a comprehensive media database that includes contact details of journalists, bloggers, and influencers across the world. With these media contacts, you can share your brand story widely through the voice of a respected thought leader.

Sign up today and enjoy the benefits that Pressfarm has harnessed from today’s PR technology.