Answer to Question #311266 in English for Thaka

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

1. Big data doesn’t equal big insights.

In the world of technology, big data is everywhere. We have data from our websites, retail locations, social media platforms and more. Even people are data. Just because you have a lot of data doesn’t mean you have something to share with upper management. Pulling the actionable insights (think: changes in attitudes and behaviors) from that data is required to prove the value of public relations. 

2. Technology gives us the tools to build deeper relationships with influencers.

With the proliferation of social media, you can now connect with influencers using less intrusive means than ever before to build a mutually-beneficial relationship. Why not follow them on Twitter? Subscribe to them on Facebook. Sign up for their blog’s RSS feed. All of these touch points allow you to better understand what is relevant to that influencer now, resulting in better outreach and better results later.