Com a evolução da tecnologia, os profissionais de Relações Públicas tiveram e têm de evoluir na forma como trabalham para se adaptarem aos novos desafios das novas Relações Públicas. Isto não aconteceu apenas no campo da Comunicação.
A transformação digital já aconteceu na maioria das indústrias.
Há pouco tempo, para um PR conhecer alguém, era necessário um investimento substancial para o contacto presencial e consequente viagem. Com a introdução de plataformas capazes de reunir duas ou mais pessoas online, esta tarefa tornou-se mais fácil e barata de realizar. Os profissionais de Relações Públicas da atualidade, têm ferramentas incomparáveis para manter o contacto com os seus clientes. Isto permite que sejam mais flexíveis e acomodem melhor as necessidades dos seus parceiros.
Personalized Mass Communication
A PR professional generally communicated to reach a target audience. This is because tools were used that would hardly allow anyone to personalize their message. Today, a PR professional is one click away from sending a message to anyone, anywhere in the world. And not just an ordinary message, but a highly personalized and interactive one.
Social networks and the Internet allow news to spread at breakneck speed. By using them, a PR professional can keep up to date with what's happening in the world. In the past, this wasn't possible and the old PR had to resort to information in traditional formats for this purpose. However, this acceleration of news represents a new challenge for PR professionals, as bad news can also travel faster, leaving very little time for a reaction before a scandal is publicized. For this reason, specialized crisis communication management has never been more important.
The work of today's PR professionals is easier due to technological advances that help them perform their jobs better. Every year, new technologies appear on the market. Consequently, professionals have to be on their toes, follow trends and acquire new skill sets. Of course, in addition to training their existing ones. Only in this way will PR professionals succeed in the face of the new Public Relations.
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