Answer to Question #310551 in English for Dina

Question

With the above case study in mind,write two paragraphs discussing how technology affects the practice of public relations practitioners in South Africa. In your discussion you need to state the advantages and disadvantages of technology in the PR sphere

Answer 1

It cuts out time and saves resources that can now be allocated elsewhere. With these tools, among many others, PR pros can rest assured that they can dedicate their time to building their company's reputation or combating a crisis communication issue, rather than wasting their efforts on redundant tasks. Social media has had a profound effect on public relations, creating new opportunities and challenges for brands. It allows brands and consumers to engage across a variety of channels in real-time, which has led to an increased demand for brands to address consumer inquiries quickly and effectively.

The advantages of technology in the PR sphere include;

a) It helps us to be better people - It helps when tech augments our human qualities and helps us be better PR people; such as when it automates reporting, aids listening and reporter/influencer identification; and provides endless tools to help us be on top of our games with content and media engagement.

b) It’s up to you to make it positive - The rise of technology and the way it has impacted on our working life can be viewed as a positive and a negative, but the way in which you interpret it, is in the eye of the beholder. One person’s negative, tends to be someone else’s positive. It is just how you interpret the use of it, if it is a pro or a con for you.

The disadvantages are;

It stops ‘proper’ conversations

It’s bad for your mental health

It also poses ethical questions