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I was quite chuffed to see my lecturer had a tablet during one of my classes and was teaching us off it and it brought me to the question, just how much has technology transformed the public relations game? It made me wonder whether it's simply a case of subconsciously following a trend just because theory says so or is it trully a survival key to help one stay ahead in the game?
Mutually Beneficial Relationship
While researching how technology has changed the PR field I was quite stunned to find out that technology has equally been influenced by public relations in the sense that "having clear messages and public relations programs in place that enable technologists, scientists and other experts to distinctly articulate their vision can not only help them become industry leaders and advance their technologies, but provides organisations with a voice in the marketplace of ideas, facts and viewpoints to aid informed public debate" (source) so essentially PR provides a platform for technology to be exploited by the audience that respective type of technology is looking for. So where as technology offers public relations practitioner a more convenient way of communicating through things like the web and emails, PR gives technology a better outlet to being promoted through a more focused and professional way of communicating to the public.
This fact adds a whole new dimension to possibilities of further change in public relations, it allows for public relations to not only be known for representing more corporate fields of work but also scientifc fields where if a scientist has discovered a new serum or has a breakthrough, they are able to deliver it down the channels of putting the ''public first" with the skills of a PRP's perception change.
All in all this sparks a new trend for the future of communication with companies and organisations being able to gain a tighter crip lock on how the public percieves them in terms of image, some will argue however that one can never truly control how the public percieve anything done by an organisation..however with the help of technology and the coaxing of PR in the wings, this may not be such a far-fetched dream after all.
Technology has made it easier, faster and hype for public relations practitioners because we use technology to share data in the working environment. we as public relations students from the university of Johannesburg are taking technology to the next level because we are now socializing via blog and this will be an advantage for us when we are in the workplace, as it will be more sufficient for us to know what is happening around the world economically, politically, socially etc. which we will benefit from in order for us to gain more knowledge on topics which link to our profession
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