Expert Tasks PR Practitioners on Data-Driven Approach, Investment in Modern Digital Tools
By Azeez Disu
The Head of Corporate Communication, Polaris Bank, and the President of the Association of Corporate Affairs Managers of Banks in Nigeria (ACAMB), Rasheed Bolarinwa has urged brands and public relations practitioners to be data-driven, invest and leverage on technology including social media platforms to thrive during uncertain times.
He disclosed this at the book launch titled “Handbook of PR Case Studies: Making a Case for Data-Driven Digital PR Practice” held recently where he was the Guest Speaker. At the event, he spoke on the topic, “The Strategic Place of Digital Platforms and Data in Reinventing PR Practice in Uncertain Times”.
He tasked stakeholders to invest in modern digital tools, explaining that over the past decade, economic uncertainties and the emergence of digital technology and alternative media channels have equally induced new realities for Public Relations practice globally.
He added that digital platforms have also become more fundamental to business growth as they help redefine product development, marketing, and overall communication.
In his words, “The new realities thus constantly challenge PR pros on how to effectively respond to and handle the new/emerging forms of engagement as digital media continue to inform consumers’ opinions and purchase decisions.”
He added that the five critical PR pillars where digital can make an impact include Issues Management/Containment, Gatekeeping, media stakeholders’ relations, content development, and publicity/visibility.
Speaking on the trendy digital tools PR Practitioners can leverage, he said Twitter Space, ChatGPT, Cision Communications, Meltwater Media Intelligence Platform, BuzzSumo, Muck Rack, and Squirell PR are valuable tools that can be used.
He explained further that the Public Relations landscape globally has been more data-driven with big data and other technologies, urging practitioners to embrace them.
“Unlike before when PR sources of information and data collection were limited to press releases and published newspaper/magazine articles, digital tools help PR professionals to access and analyse larger and more complex sets of data from multiple sources,” he said.
He added that with digital tools, PR/Communication companies can gain insights into clients’ target audiences quicker by researching market trends, behavioural patterns, and taking customer feedback.
He stated that the future of PR entails brands and public relations continuing to leverage modern technologies.
“As technologies like Artificial Intelligence (AI), Virtual Reality (VR), and Application Program Interfaces (APIs) are changing how brands connect with their audience, only brands and companies who adopt new technologies and fully embrace digitisation will stay ahead of the curve and meet customers’ demands.”