Article sponsored by epresspack
At epresspack, we firmly believe that progress is not to be feared. Quite the opposite. Used as a tool to enhance and maximize human intelligence, it can create synergies that promote efficiency and quality. Recent developments in the automation and digitization of press and public relations processes are an excellent example. New, easy-to-use tools such as online newsrooms, clearly demonstrate their efficiency and efficacy. But before we can make the case for an overhaul of old-school PR, we must first sweep away a few misconceptions.
Common misconception #1: The digitisation of PR is a death knell for intelligent thought
Certainly not! To begin with, automation needn’t be applied across the board. Rather, the digital transformation should be seen as an editorial transformation: ‘content is king’ remains as relevant as ever. Taking care of your foundation is still essential, which means knowing how to define yourself, how to tell your story and then, by extension, how to logically build your strategy and your PR 2.0 ecosystem, with links to other vital functions such as marketing or communication. The objective is to be solid, rich and agile at the same time. How? By carefully reviewing what has been done and what remains to be done - and said - and then putting in place the necessary methods, often digital, to consolidate and support your action plan. This plan should carry the narrative thread that runs through the entire structure, from the business plan to human resources, from social networks to SEO, internally and externally. Technological progress makes this possible, with the development of software offering the resources to create tailor-made content and formats, designed for specific audiences, in line with a brand's universe.
Misconception #2: Automation leads to the ‘tyranny of now’
The digitisation of PR effectively contributes, thanks to the outsourcing of arduous and repetitive tasks to new generation newsrooms, to significant credit in your “free time” account. This allows you to better focus on the essentials: building your communication processes, bringing them to life, making them sustainable. By using content management systems (CMS), the PR 2.0 expert does not become an automaton: he sets himself up as a time manager and devotes himself to adopting a multifocal approach, coordinating operations, talking constructively with journalists, influencers and all stakeholders, assigning access rights for the different types of information.
Common misconception #3: Automation increases the risk of infobesity
It doesn’t necessarily follow that, once we’ve thrown off the shackles of manually pushing every button, the rate of information production and transmission should then increase to the point of overdose. It is good practice to avoid drowning in a pool of influencers and journalists, as they all receive a quantity of information that cannot be fully processed. From now on, the key word is "measurement" - in every respect. A measured approach in terms of the usefulness and relevance of your output, as well as in the "evaluation" sense. These new tools deliver performance indicators specific to the different communication channels and facilitate the precise analysis of data - when you listen, the data really speaks volumes. As a result, the dissemination strategy is continuously honed by focusing on the ROI of the methods used: reacting and correcting has become easier than ever.
Misconception #4: Adopting the technologies of the future means turning our back on the past
Because they offer essential archiving functionalities, these modern digital newsrooms make it possible to hit that sweet spot: clarity and originality, while keeping true to the project's roots and the brand's history. This past is a goldmine and archiving, a sophisticated approach that has finally been made truly accessible, enriches any database and facilitates the integration of new content. All this with just a few clicks and with the most stringent privacy standards.
In short, digitisation and automation are only a tool, certainly, but a powerful one. A tool that leaves more time for the essential, for the real added value: strategy, content and people. It will never replace ideas but will simplify, and already simplifies, the lives of communicators. So, allay your fears, and say yes to the combination of human and artificial intelligence!
By Loïck Tanguy, Chief Marketing Officer, epresspack
The epresspack white paper on PR 2.0 is available here