In recent months we’ve seen the rise of communications technology, or commtech, alongside the emergence of digital tools and data platforms to assist PR teams.
Companies like Siemens and Google have invested in commtech to transform corporate culture, and Mistubishi is using it to generate sales leads.
Technology affects everything we do. Whether your clients are in the health care or media industry, or in the tech industry itself, technology influences every client category and is affecting the broader PR industry.
Trying to understand commtech? Here are its key elements:
The emerging PR tech stack
The PR tech stack is garnering awareness as the tools and solutions used by in-house and agency professionals become more advanced. Most agencies are using some or all elements of the stack, including: CRM, databases, publishing tools, email marketing providers, media monitoring and analytics tools. This growing mix of solutions demonstrates how our industry has evolved. Ten years ago, the only “must-have” solution was a media database.
Use of AI to gain deeper insights