3 ways PR pros can use technology effectively

Social media, mobile apps and other innovations are making it easier than ever to reach audiences. Here’s how to grasp changes without getting overwhelmed.

Ragan Insider Premium Content
Ragan Insider Content

PR pros connect to consumers through more than just focus groups or email; they also hear from them on Facebook, Twitter and Snapchat.

Added to pitching and securing interviews is an emphasis on content creation. Communicators must solve crises faster than ever before. The staggering amount of tools available to help PR pros complete tasks can be overwhelming.

However, these three insights—from Jason Musante, group executive creative director and managing director at Havas New York, and from Thomas Crampton, global managing director of social media at Ogilvy—can help PR pros use online platforms successfully:

1. Social media is no longer optional.

No matter the organization or client, PR pros must learn to embrace social media communications—including the technology behind their chosen platforms.

“You don’t need a social media strategy,” Crampton says. “You need social media within your strategy—which is to say that you can no longer think of social media as a separate add-on, as something that you bring in at the last minute. Social media has to be core to what you are doing. ”

PR pros should measure their efforts online, using them to help prove their worth.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.