By Ashwani Singla, Founding Managing Partner of Astrum.
Continuing our “technology shaping communications’ series from the last article on and the first pillar of embracing the new tech communications era, ‘Revolutionizing Listening’ underscored the transformative impact of technology in the field of communications, particularly with advanced analytics and AI-powered tools. Featuring how these advancements have led to a paradigm shift in how public relations professionals approach their craft, allowing for an unprecedented level of precision in the value of insights via data assimilation.
The second dimension of technology’s role in communication involves leveraging the new age tools to create relevant and impactful content while planning distribution and amplification ideas. Echoing from Bill Gates’ famous 1996 saying, “Content is King,” this idea is more relevant than ever across industries.
From written articles, videos to now, text to video, word to presentations and interactive gamification, the avenues of elevating the way we communicate has broadened like never before. The era of one-size-fits-all content is fading, making way for bespoke solutions tailored to niche audiences. Understanding the unique preferences and challenges of specific demographics will allow you to make content that is impactful and relevant, and here, technologies such as AI gives us an upper hand by supporting and analyzing large amounts of data seamlessly with precision while innovating its visual stories.
Having said that, establishing essential guardrails to protect citizens and brands is imperative. Content verification and fact-checking, once auxiliary, are now indispensable tools in any communicator’s toolbox. The era of disseminating information without scrutiny is over, replaced by a commitment to accuracy and transparency.
As communicators navigate this terrain, they must utilize technology not just for amplification but as a gatekeeper, ensuring the authenticity of their messaging. Imagine on the day of an Annual General Meeting for a listed company, a meticulous deepfake takes over social media and news channels, spilling misinformation about the company. What is the readiness of most corporates to tackle a challenge like this? What will be the estimated time of response from official company channels? If the answer is less than 10 minutes, significant reputational and financial vulnerabilities impact long term stakeholder engagement.
Next article of the series publishing in 15 days.