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.