EDITORIAL: We must take tech vendors seriously

How much of a role will technology play in the future of the PR

industry? This was a question posed last week (PRWeek, May 28) to a

panel of experts, from client, agency and supplier standpoints. The

round table reveals both opportunities and barriers, and raises many

issues that are yet to be resolved.

But if it confirms one thing, it is the need for PR practitioners to

stop treating vendors as "salespeople." Just as PR has become more

strategic in its approach, so has the vendor community, which is

spending millions of dollars developing products to help the profession

achieve its new goals. There are not enough technology vendors in this

space. If we want more, we need to listen seriously to what they have to

say and what they have to offer. We need to give them constructive

feedback. And, yes, we need to invest too. This industry has been

proudly penurious for too long.

One of the strongest signals we could send out to prove that the

industry has grown up is to stop dismissing technology as an add-on and

start believing that it can be an investment.

Another issue that was raised in the round table was the fact that the

products and services that will take PR to the next level have not yet

been discovered, or rather, that the vendors have not yet discovered


For our part, then, PRWeek is committed to explaining, assessing and

promoting the best applications that we find. So, if you do come across

an interesting supplier, product, or application, please contact us.

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