How PR pros must adapt to new technologies

Industry practitioners looking to advance must be fluent with the latest technology, from social media to data and analytics. A robot might not take your job, but a tech-savvy competitor could.

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What roles are agencies and in-house teams looking for?

Most center around the adoption of the latest technology, whether that involves social media, video and analytics, or it concerns data collection, artificial intelligence and augmented and virtual reality.

PR talent expert Jamie McLaughlin of JWM Talent shares how he sees the future of the PR role as new technology becomes more deeply embedded in companies and agencies.

The value of social media

Being a savvy social media user isn’t a bonus; it’s an essential asset for the modern communicator. McLaughlin says many teams are looking for everyone to own a piece of the social media strategy.

“I think there is an argument that it shouldn’t be up to just one person in a room, hammering on the keyboard,” he says. “It should be prevalent in all parts of the business.”

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