By Ashwani Singla, Founding Managing Partner of Astrum.
From the inception of the telephone to the advent of the internet, technology has continuously sculpted the fabric of our global society, sending ripples throughout every facet of how we live and work. Historically, the pace of technological evolution maintained a steady cadence, predictable and manageable. Yet, in recent years, we have witnessed an unprecedented acceleration, a tidal wave of sorts with groundbreaking advancements emerging not just annually, but weekly, reshaping our world at an exhilarating speed. In this rapidly evolving digital era, understanding the implications of these technological leaps on communication is more crucial than ever.
The first pillar of this transformation lies in harnessing technology to revolutionize data assimilation. Advanced analytics and AI-powered tools are propelling public relations professionals into an era of unparalleled precision. Imagine tailoring messages with the same finesse as your favorite OTT platform recommends content. Technology enables communicators to delve deeper into audience behavior, conduct sentiment analysis, and identify emerging trends. This newfound ability to craft benefit-centric, personalized messages enhances mindshare, credibility, and drives resonance with diverse audiences.
As an example, let’s paint a scenario of a communications team that wants to engage a journalist from a particular media outlet. A quick study of the past stories, social media posts, with respect to messaging, tonality and issues and comparative analysis with other journalists from another media outlet will empower communications professionals tailor make their pitches and storyline leading to a much more informed engagement, developing mutual respect and trust. In India Impact Research and Measurement, a leading media intelligence services firm, is already leading the way in driving #AI powered insights to help communicators make informed choices. From insights generation to personalized and immersive content generation to content distribution at scale to highly personalized consumption, technology will be pervasive in the value chain of the communication ecosystem.
In conclusion, the future of PR is fueled by technology’s transformative power. By leveraging AI and advanced analytics, communication professionals can forge a new era of personalized messaging, mirroring the precision of recommendation algorithms on OTT platforms. This newfound ability to craft targeted content, informed by deep audience insights, fosters stronger brand resonance and builds trust with diverse stakeholders. As exemplified by the journalist outreach scenario, technology empowers communicators to tailor their approach, fostering deeper engagement and mutual respect. India, with its forerunners in AI-powered communication insights, exemplifies the industry’s exciting shift towards a data-driven, personalized future. With technology permeating every step of the communication value chain, from crafting insightful content to personalized distribution and consumption, PR is poised for a revolution in audience engagement.
Next article of the series publishing on April 24th.