PR professionals believe Apple's iPhone 4 launch this week could prove to be a catalyst for more brands to use mobile technology as a communications channel.
The additional features the handset offers include an improved display, the opport-unity to multitask, a 5.0 mega-pixel camera and HD video recorder.
Tech PRO bosses told PRWeek these core functions would create new opportunities for the PR sector.
Bite Communications head of broadcast and digital services Dan Sands said: 'Screen improvements take us a step closer to a device where users will choose to consume content, rather than accepting it as a compromise. Multitasking will be another big improvement to functionality.
'For the communications industry, this opens up huge opportunities, particularly with video content.'
Speed Communications MD Stephen Waddington said the trend of brands producing and disseminating content through mobile channels began a rapid growth with the launch of the Apple iPad earlier this year.
He added: 'Media brands have recognised the opportunities to create their own content and devices such as the new iPhone create more opportunities to do this. With well-devised apps, brands become the media and have the opportunity to directly engage with their audiences.'
But firms considering this route are advised to ensure a strategy is in place before initiating campaigns involving mobile technology.
Paul Armstrong, social media director, Kindred, said: 'Apps are clearly being heralded as the way forward, but I worry that little strategy is being applied before their creation.
'Brands and consumers are now equally able to build brands up or tear them down via the built-in HD and video editing capabilities the new model boasts.'
The handset was scheduled to be rolled out by UK networks on 24 June.