One thing we can be sure of is that 2019 will create its own set of challenges for tech PR. Here’s the trends to watch for this year…
CRISIS MANAGEMENT WILL BE KING
Although we don’t yet know which companies and what catastrophes 2019 might throw up in the tech business, one thing is for sure.
Organizations of all types will continue to need the professional assistance offered by PR when it comes to managing their public image.
From website malfunction, to trial by media, there are a million challenges facing the tech industry and by default, all business.
One of the drawbacks of social media is that bad news travels like wildfire. And one of the flaws of being human means that there is no dire situation which cannot be made worse by inept handling of an already disastrous situation!
Knowing how to deal with these problems can frequently overwhelm even the most experienced management teams. This is where the professionals step in to help teams manage their digital disasters and online apocalypses.
THE PR WORLD STILL AWAITS ITS’ NEW AI OVERLORDS
Despite the fact it was widely predicted in 2018, it seems as if the AI revolution is still some way off.
Unfortunately, for those keen on the potential that AI can deliver to the field of public relations, we might still be waiting for it to make its mark within the industry in 2019.
TECH PR WILL BECOME MORE POWERFUL WITHIN THE MEDIA
With change continuing apace within the media, the role of tech PR will continue to grow within the media.
More than ever, tech PR has become a crucial source of information and news to the media industry.
The ever changing nature of the media means that tech PR is fast becoming the trusted companion to news journalists everywhere. This trend is predicted to grow throughout 2019 and beyond.
THE ETHICS OF PR WITHIN TECHNOLOGY WILL BECOME PARAMOUNT
It is not just other industries which must adhere to a strict moral code. PR itself should look to get its own house in order and ensure their methods are the best they can be.
With the furor over breaches of trust in high profile organizations such as Facebook and Cambridge Analytica, it should be incumbent on PR firms to make sure they are doing everything possible to maintain their own ethics in business.
UNDERSTANDING DATA WILL BE ESSENTIAL
More than ever, 2019 will be the year of data analysis. All companies, tech start ups included, must learn the value of data in order to understand their customers and audiences alike.
This means tech PR professionals being able to get to grips with the information on hand. By mastering analytics, tech firms can pinpoint what will happen next in their business and make sure they are relevant to their client base.
GOOD OLD-FASHIONED STORYTELLING REMAINS CRUCIAL
In 2019, so much has changed about the world and PR industry in general that it is nice to be reminded that some things stay the same.
And good old-fashioned story telling still occupies the number one slot, when it comes to skills that any tech PR professional must have.
Knowing how to excite the imagination of the public with a compelling narrative is as crucial today as it ever was. Possibly more so, because as the attention span of audiences becomes ever shorter, being able to communicate a message within a narrow timespan is key to PR success.
In the past, when there was greater trust in the media and fewer sources competing for the reader’s attention, it was easier to put the message out there with a generic press release.
Today, this just won’t cut it and the present-day PR professional must work extra hard to hone their storytelling skills to sell a concept to the general public.