Is Technology Transforming PR? ...how much?

There is no doubt that Internet-based communication technology is influencing the practice of Public Relations.  The mode varies and opinions differ, however it is clearly expanding and changing communication and therefore our role in PR in some way. 

One of the models I have come across in my studies is that of Systems Theory, and it is a good example to apply to this discussion of technology’s influence on PR.

Systems Theory suggests we are all affected by our social environments and in turn we also influence those environments and societies. Within an organisation, the practice of PR involves internal and external audiences or stakeholders and social systems. The organisation, and our PR role within it, are influenced by these audiences or environments and vice versa. We have to consider different audiences when planning, conducting business, and communicating; and these audiences are broadly expanding with newer online social tools.

A key component to Systems Theory is openness; and the role of PR works to help an organisation communicate transparently, which involves two-way symmetrical communications, open public discourse and debate.

With new Internet-based technologies, open communication is much more possible, expected, interactive, and perhaps even forced, as organisations and online communities must communicate in both directions, and respond appropriately or else risk growing online negative public exposure.

Audience feedback is more important than ever and the Internet is certainly helping that along. In those cases where organisations and the PR role are not responding to feedback and engaging their audiences, they more often than not will fail in their campaigns and ultimately business overall.

I think many of us and our organisations are somewhat struggling with this newer style of communicating, trying to figure out our online “voice” and strategy.  While increasingly more organisations are coming on board and engaging online technologies and social media, I think a lot of us do not yet know how best to use them, and fully understand implications of doing so.  Really, does anyone know?  And while organisations seem encouraged to be more open now, are they doing so?  

Regardless, we PR practitioners have to be involved and engaged in newer technologies and online media, as a part of our role within a system-based model; therefore changing our role in some ways although similar communication patterns are still inherent.

With both traditional and newer online communication tools, we work to strengthen relationships between our organisations and environments, and manage issues and opportunities. We exchange information in targeted ways, as audiences are diverse, some are interactive, and all are interdependent upon one another. We must listen to audiences’ feedback and act on them to provide appropriate responses and help guide our communications' strategies.

Much of PR practice in light of Systems Theory applies even more so now with the advent of communication technologies; although things are done quicker and on more public platforms. There is a growing requirement for organisations to act responsibly and ethically, providing value, resources and information. Our organisations and roles are affected by societal trends and changing needs of audiences, environments and society’s standards at a rapid pace.

The role of PR must keep up with these changes while maintaining our core skill sets, expanding them with different tools and techniques and at a quicker pace.  We must provide strategic communication to audiences, whether online or with more traditional methods of communicating.  Research and anticipating needs and issues is part of our role, and that is now expanded with the growth of online technologies.

Stakeholder relations and reputation management will be a continued, if not more important, component of the PR role.  Being out in the public eye in this new way forces organisations to be more communicative, consistent, accurate, truthful and credible. Many of our role’s duties can now be applied online using these technologies, for example:

•    internal communications through email, online surveys, Intranet sites, blogs
•    media relations through posting of social media materials, multimedia clips, videocasting & webcasting
•    crisis communication by updating audiences with the most timely-up-to-date information in the event of a crisis using various social media tools such as Twitter
•    community relations through videocasting, interactive education, resources, tools, blogs, engagement within social media sites, encouraging feedback and providing timely and appropriate/helpful responses
•    investor relations by providing updates to shareholders on websites using interactive tools as above
•    marketing communication through online linking with partners, advertising and graphics on key websites, etc.

PR can encourage a more equitable balance of information in our environments, however it can be difficult under societal pressures, political interests and existing systemic inequities.  The nature of the Internet can in one way appear to encourage open transparent democracies, however on the other hand can isolate audiences and further create greater disparities between groups.  It can both liberate and constrain at the same time.

We need to pay careful attention to varying audience and societal needs and balance that with what technology offers and our organisations’ communication needs as well.

It is important for us to be engaged with our audiences and in various formats including online technology, while continuing our core communication strategies, planning, tools, practices and management. We need to incorporate online communities and social media tools into those strategies.

But I can’t help but think that many of us are not clear on how best to engage online and where exactly we will be going. It can add increased complexity to our roles as there are more fragmented yet active audiences as well as a sense of lack of control in the arena of social media.  Web gurus are telling us we have to be engaged or else risk isolating one of our key audiences – online communities of whom sometimes overlap with our other audiences and communities.  That is certainly something we cannot ignore.  We all have to be there, and although we will plan for some of it, I think there's still a lot we don't know and will have to figure out as we all go along.  A bit disconcerting, but necessary. 

For those of us who are self-confessed social media 'newbies', at least we're in the same boat.