In a world where technology is surrounding you at all times, it can become overwhelming. Especially for companies trying to put their face out there and connect with influencers. So how does technology and Advertising/PR effect one another?
Well, for starters, technology fuels crisis. PR handles crisis. One tweet could cause an uproar of PR chaos for a company.
A recent example of this was Pepsi’s Kendall Jenner ad (Handley, 2017). Backlash from Twitter caused Pepsi to pull the ad, stating,
“Pepsi was trying to project a global message of unity, peace and understanding,” the release said. “Clearly we missed the mark, and we apologize. We did not intend to make light of any serious issue. We are removing the content and halting any further rollout.”
Even when companies believe they are conveying the correct message, any one person on social media can change the game. PR departments have to monitor social media all the time for reasons like this.
With that being said, releasing press releases and responses to crises have also improved. Company websites and news organizations now include a media room on their sites. This makes it easy for journalists and the public to obtain access to all press releases, company history, executive bios, digital photos, and even downloadable, digital press kits (Roos, 2007).
For many, social media is a main source of news information. Not many people go looking for a formal press release. Advertising and PR officials now work with social media sites to put out this information. Stacey Acevedo, a Social Media Community Manager for Vocus states,
“Companies should absolutely post their press releases to social media–but only if they have identified where their key audiences (customers, prospects, shareholders, investors, etc.) are and if they can reach them.”
Creating a conversation around press releases, company or client news, or whatever type of information your posting is essential. Just throwing a press release out there isn’t going to create any buzz. For any type of post, whether or not it’s a press release, putting it out there through the right channels is essential. Every company is unique–each with their own demographic–so where and when you post information online all depends on multiple variants.
Once a company knows their target audience, they can fine tune their posts to gain the most traction. Personalizing their brand along the way to create a positive brand reputation.
Finding key influencers is WAY easier. Do you ever think to yourself, how did companies find influential people and celebrities before the internet? It’s a good thing we don’t have to worry about that anymore. Now, we can talk to our phone, or type a persons name into google and find all of their social media sites to find out how influential they are. If a company is looking to hire a celebrity for an ad, it’s incredibly easy to find all the news circulating that said person.
There’s still a lot of tension between technology and Advertising and Public Relations. But with the internet and technology continuing to grow and the access to information always available to us at any time, these two entities will continue to join forces and change the way companies reach out to journalists and the general public.