Transforming Public Relations in Brazil: The Role of Technology
Hamilton dos Santos and Paulo Nassar
In recent years, as we all know, the field of Public Relations (PR) has undergone a profound transformation due to technological advances. These developments have changed the way organizations communicate, monitor, measure and manage public perceptions. The wide-ranging impact of technology on PR can be seen in everything from communication tools, data analytics, social media, artificial intelligence (AI), and ethical considerations.
In Brazil, Aberje has followed this process closely. Recent survey data underscores the importance that Brazilian companies are placing on these technological advances in PR. In a 2023 survey conducted by Aberje on Trends in Corporate Communications, 61% of respondents cited adaptability to new technologies as the most important skill for communicators in the coming years. Moreover, increased interaction and impact of digital communications was identified as the issue that will have the greatest impact on the industry, with 63% of respondents echoing this sentiment.
The use of digital communication tools has greatly improved the efficiency and effectiveness of PR outreach. Dedicated PR software platforms facilitate strategic, targeted communications efforts by streamlining the process of distributing press releases, managing media contacts and tracking coverage. These tools have significantly reduced the time needed to disseminate information and enhanced the agility of PR campaigns, enabling rapid adjustments to the news cycle and fostering more impactful, strategic communication.
Furthermore, data analytics has become essential in crafting and refining PR strategies. Through the analysis of data from social media, web traffic and media coverage, PR professionals can gain deep insights into public sentiment, message effectiveness and campaign reach. This data-driven approach enables more personalized communication strategies, optimizes resource allocation, allows for better monitoring and maximizes campaign impact.
To implement these data-driven strategies, a strong corporate data culture is paramount. Another 2023 Aberje survey focused on Data Culture revealed that a substantial majority of companies systematically employ data in the decision-making of selected communication processes: 83% for Digital Communications, 70% for Press Relationships, 69% for Corporate Reputation, and 66% for Institutional Communications reported always or frequently using data. The survey also established a multidimensional Maturity Index that covers Data Strategy, Data Source, Data Culture, Data Architecture, Data Governance, and Data Acquisition and Integration. Results showed that 14% of companies achieved an Advanced rating, 51% were rated as Intermediate, 32% as Basic, and only 3% as Beginners. Data Strategy and Data Source emerged as the most developed dimensions, while Data Governance and Data Architecture were the least developed.
Social media has also transformed PR by providing unparalleled opportunities for brand messaging and storytelling, crisis management and audience engagement. New business models have emerged, along with new methods for customer engagement. However, this presents challenges, necessitating vigilant monitoring of online conversations and swift responses to maintain clients' reputations. The use of social media enables direct interaction with audiences, promoting deeper connections and understanding between brands and stakeholders. It also highlights the importance of creating and maintaining brand reputation in the digital age.
In recent years, a new tool has emerged that promises to revolutionize the world, AI. Much of the current AI narrative has emphasized the generative aspects of this technology. This is also true in PR. AI will enhance the productivity of communication professionals by automating content creation, monitoring and analyzing media, and segmenting and targeting audiences. It has the potential to increase the time available for strategic thinking and decision-making.
However, less attention has been paid to the prediction and forecasting capabilities of this technology. In recent years, PR professionals have become increasingly involved in crisis management. AI can identify potential PR crises by analyzing social media conversations, news articles, and other sources for signs of negative sentiment or emerging issues. This early detection allows PR professionals to respond proactively and mitigate reputational risks.
While these technologies offer efficiency and sophisticated analysis, they also prompt questions about communication authenticity and the future skill set of PR professionals, particularly in the delicate field of ethics. Indeed, as technology evolves, it brings to light ethical challenges, including data privacy, misinformation, and public opinion manipulation. To maintain public trust and credibility in the short and long term, PR professionals must address these issues with integrity and adhere to ethical standards. The cost of noncompliance includes the loss of consumer trust, brand damage, and consequential financial losses.
These advancements offer exciting opportunities for innovation and efficiency but also require continuous adaptation and ethical vigilance. By adopting these technologies in a responsible manner, PR professionals can enhance their strategies, better serve their clients and stakeholders, and make a positive contribution to the public discourse - both in Brazil and globally.
Hamilton dos Santos has a PhD in Philosophy (USP) and is the CEO of the Brazilian Association for Business Communication (Aberje).
Paulo Nassar is Full Professor at the School of Communications and Arts at University of Sao Paulo (ECA-USP) and is the President of Brazilian Association for Business Communication (Aberje).
Article published as part of Global Alliance Technology and PR Month 2024.
Any thoughts or opinions expressed are that of the authors and not of Global Alliance.