As technology continues to shake up everything in the media realm, and marketing undergoes shifts driven by the digital landscape, PR is likewise making a move to embrace a more programmatic, data-focused approach to optimization and outcomes. The result is an industry that is evolving into an “ecosystem” model, much like Advertising did with the explosion of the Internet and social media.
Considered “the final frontier” of the automated marketing puzzle, PRTech – like AdTech emerged several years ago – is quickly becoming an area of interest and focus for investors, innovators, and industry luminaries. Just as social media’s amplification ability and the rise of search engines transformed AdTech a few years ago, PR is beginning to feel the impact of emergent technology.
PRTech is raising the industry’s “accountability bar” by demanding that PR professionals across the globe use data to drive and optimize their efforts
PRTech is giving the role of PR the credit it deserves through the use of technological innovation and quantitative measurement
PRTech is providing companies and publishers insights into what is working in terms of content and messages
PRTech provides context for an industry lacking in technology
PRTech shifts the paradigm of the PR silo from “cost center” to “profit center” as the industry begins to have solid metrics to prove the true impact of PR beyond mere brand awareness
PRTech is establishing PR as a significant piece of the digital marketing puzzle and a key driver of business
PRTech makes it easier to understand the tremendous opportunities for innovation and investment within the overall ecosystem
PRTech is ensuring PR pros don’t have to rely on purely anecdotal or observed data