Member of
Technology has transformed our world by increasing the speed of life. Its original aim was to improve our lives, but now it alters them every second. Robots are becoming increasingly prominent, but the notion that they will ultimately control the world is unfounded.
Innovation in technology is advancing at a rapid pace, with the possibility of entering the human body, specifically the bloodstream and emotions. Self-driving vehicles and robots are currently in development, and they will likely change our lives in significant ways.
Technology has both positively and negatively impacted every industry. While it has improved some businesses, such as digital marketing, it has also resulted in job loss. Furthermore, while international communication has become more accessible, cultural research and adaptation are necessary to avoid misunderstandings.
Technology has given us numerous gadgets that simplify our lives. Additionally, it has transformed the way we receive information. In the past, television, radio, and newspapers were the primary sources of information. However, technology has made processing data faster and more efficient, improving the relationship between companies and their customers.
Public relations (PR) professionals face challenges in reaching stakeholders in a world where information is abundant and scepticism is high. Social media has made PR more challenging, but it has also made organisations more open. PR professionals must educate and monitor everyone in an organisation, create emergency communication plans, and adapt to the changing ways of communication.
Sending press releases has become easier with email, but it also increases the risk of them being discarded as junk. Some companies offer junk-free press release services for a fee.
Social media has made PR more challenging, but it has also broadened organisational openness. Presently, each time senior supervisors interact with stakeholders, the media, and the public, they are powerless to distortion. With the multiplication of smart devices and real-time reporting, PR professionals have to educate and monitor everyone in an organisation. They must too create emergency communication plans when embarrassing and negative news goes viral over social media.
Ahmad El Masri is Account Executive at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me