Skip to content
What Tools Are PR Professionals Using In 2017?

Blog post -

What Tools Are PR Professionals Using In 2017?

You can have the best digital PR strategy ever – it ties to business objectives, clearly outlines your goals and sets measurable benchmarks. But if you don’t have the right technology to implement it, the strategy is worthless.

Let me start by asking you a question: is your tech toolbox relatively empty, or is it so full that it’s hard to find the best tool for a particular job? Regardless of what you answered, you’re not alone. Almost half (49.5%) of PR practitioners and communicators say their organisation doesn’t use technology effectively in their PR and communication programs, according to the recent state of digital PR survey, a global initiative conducted by Mynewsdesk in cooperation with Berghs School of Communication.

How tech impact is increasing

One thing is clear, the role of technology is growing. Rapidly. More than 85% of practitioners expect the focus on technology and digital PR to increase significantly in their organisations in the next five years.

So in what way will tech continue to impact PR? According to the survey, more than half of PR practitioners say the growing use of technology will:

  • Enable companies to increasingly reach stakeholders (89%).
  • Allow PR practitioners to focus increasingly on personalized as opposed to mass communication (83%).
  • Give PR professionals more control and oversight of messages (82%).
  • Provide tech-savvy communicators with greater career success than less-experienced peers (76%).

What tools are professionals using?

The study shows that many PR practitioners use multiple technologies, each focused on a single area, such as analytics, email, social media, media monitoring, etc. Their toolboxes must be the overcrowded, inefficient ones. A well-built and adaptable technology toolbox is essential to ensuring your digital PR program is successful.

68% of effective PR professionals feel that their organisation uses technology effectively within PR & Communications. Compare that to those that feel ineffective, where close to 77% say their organisation doesn’t use technology in the right way. A clear connection of mastering technology and excelling in digital PR is evident.

However, the marketplace is (over)crowded with marketing technology tools – all of which promise to help practitioners and brands be more successful in their communication efforts. Technology can fuel creation, production, distribution, measurement, or any combination of those four activities. Just take a look at the image below, featuring the six most commonly used tools, and you quickly realize that it’s not easy to pick the right tool(s).

[Image source: https://learn.mynewsdesk.com/wp-content/uploads/2017/01/pr-revolution-tools.jpg]

  • Analytics tools (71%)
  • E-mail marketing services (63%)
  • Social media management (62%)
  • Video and image creative tools (57%)
  • Media monitoring services (53%)
  • News and information distribution (52%)

Download our report Global study sets stage for the digital PR revolution for more stats and info.

Topics

Contacts

Press Officer

Press Officer

Press contact Media inquires
Adam Karseland

Adam Karseland

Press contact Press contact +46 79-075 64 25

Related content

How To Choose The Right PR Tools For Your Business Goals

How To Choose The Right PR Tools For Your Business Goals

Mastering one technology is a challenge, particularly given their ever-changing nature. But becoming proficient with many technology tools is near impossible, even if you devote all your time to learning them! Let’s have a look at this simple 5-step formula to pick the tech tool that is right for you.

Are You Ready for the PR Revolution?

Are You Ready for the PR Revolution?

Do you want to be more effective in your digital PR efforts? You’re not alone. Only 36% of practitioners say their efforts in digital PR are effective, according to the findings of the recently released state of digital PR survey - a global initiative conducted by Mynewsdesk in cooperation with Berghs School of Communication.

7 Steps To An Effective Digital PR Strategy

7 Steps To An Effective Digital PR Strategy

Don’t be overwhelmed at the thought of creating an effective digital PR strategy. Start small: it doesn’t need to tackle every possible opportunity at your company. If you make it realistic and manageable, you’re more likely to achieve success on which to build and grow the strategy.

4 ​Technology Trends That Will Transform PR & Comms in 2017

4 ​Technology Trends That Will Transform PR & Comms in 2017

Technology is essential to the implementation of any modern PR strategy. More than 85 percent of PR professionals expect their focus on technology to increase significantly over the next five years, which demonstrates just how vital it is to stay up to date with the latest trends. Here are four technology trends that are set to transform PR and communications in 2017.

What Does The Future of PR Look Like?

What Does The Future of PR Look Like?

​According to a recent study by Mynewsdesk, more than 85% of PR professionals expect technology to play an increasing role in the industry over the next five years. The majority of people working in PR think their jobs will become more strategic and more analytical over the next few years, reflecting the growing role that tech plays in making PR into a more quantified and data-driven endeavour.

How to Get Started with Digital PR

How to Get Started with Digital PR

​The digital revolution has swept across the media landscape, forever changing how brands interact with consumers. The new world of PR presents unique challenges but also an opportunity to provide brands and companies with more consumer engagement than ever before. There has never been a better time to expand your digital PR efforts.

4 Ways to Create a PR A-Team

4 Ways to Create a PR A-Team

​Are you looking to recruit new talent? Or develop the skill-set of your existing team? Whatever the case, creating or keeping a winning team is fundamental if you want to fulfil or even exceed your business objectives.

 7 Takeaways from Content Marketing Masterclass [June 2017]

7 Takeaways from Content Marketing Masterclass [June 2017]

Last week, Mynewsdesk was invited to present at Content Masterclass to share our years of content wisdom with a room packed full of marketers, communicators and PR pros. Here are my 7 key takeouts from the afternoon which might help you when trying to navigate the quandary that is content marketing.

#AskTheExperts: 2018 PR Predictions

#AskTheExperts: 2018 PR Predictions

With the New Year now in full swing, we asked a handful of experts to share their PR predictions for 2018. Common themes that emerged included automation, artificial intelligence and the lethal combination of art and science. Here's what Ali Maynard, Stephen Waddington, Jonathan Bean and Laura Richards had to say:

Mynewsdesk - The smart way to improve awareness and relations

Mynewsdesk helps companies create awareness, find the right audience and build strong relationships.

By providing a user-friendly online solution, Mynewsdesk simplifies and streamlines the publishing, distribution and measuring of your PR and communication efforts. All in one digital place. By consolidating all aspects of PR in one platform, brand and media monitoring is also made easy, helping companies track their engagement over time .

Mynewsdesk has 1.6 million unique visitors monthly and publishes 80,000 news stories per year. Over 4,000 companies across the globe trust Mynewsdesk’s platform to improve their PR efforts and 70% gain media uptake on their news.

Find out more at: www.mynewsdesk.com

Mynewsdesk

Rosenlundsgatan 40
11853 Stockholm
Sverige