4 Reasons Why Technology and PR Work Together


In a world where technology is surrounding you at all times, it can become overwhelming. Especially for companies trying to put their face out there and connect with influencers. So how does technology and Advertising/PR effect one another?

Well, for starters, technology fuels crisis. PR handles crisis. One tweet could cause an uproar of PR chaos for a company.

A recent example of this was Pepsi’s Kendall Jenner ad (Handley, 2017). Backlash from Twitter caused Pepsi to pull the ad, stating,

“Pepsi was trying to project a global message of unity, peace and understanding,” the release said. “Clearly we missed the mark, and we apologize. We did not intend to make light of any serious issue. We are removing the content and halting any further rollout.”

Even when companies believe they are conveying the correct message, any one person on social media can change the game. PR departments have to monitor social media all the time for reasons like this.

With that being said, releasing press releases and responses to crises have also improved. Company websites and news organizations now include a media room on their sites. This makes it easy for journalists and the public to obtain access to all press releases, company history, executive bios, digital photos, and even downloadable, digital press kits (Roos, 2007).

For many, social media is a main source of news information. Not many people go looking for a formal press release. Advertising and PR officials now work with social media sites to put out this information. Stacey Acevedo, a Social Media Community Manager for Vocus states,

“Companies should absolutely post their press releases to social media–but only if they have identified where their key audiences (customers, prospects, shareholders, investors, etc.) are and if they can reach them.”

Creating a conversation around press releases, company or client news, or whatever type of information your posting is essential. Just throwing a press release out there isn’t going to create any buzz. For any type of post, whether or not it’s a press release, putting it out there through the right channels is essential. Every company is unique–each with their own demographic–so where and when you post information online all depends on multiple variants.

Once a company knows their target audience, they can fine tune their posts to gain the most traction. Personalizing their brand along the way to create a positive brand reputation.

Finding key influencers is WAY easier. Do you ever think to yourself, how did companies find influential people and celebrities before the internet? It’s a good thing we don’t have to worry about that anymore. Now, we can talk to our phone, or type a persons name into google and find all of their social media sites to find out how influential they are. If a company is looking to hire a celebrity for an ad, it’s incredibly easy to find all the news circulating that said person.

There’s still a lot of tension between technology and Advertising and Public Relations. But with the internet and technology continuing to grow and the access to information always available to us at any time, these two entities will continue to join forces and change the way companies reach out to journalists and the general public.

How And Why You Should Start Creating Your Personal Brand Today

Tell me about yourself. 

How often is this question asked to new college graduates entering the work force? A lot. Instead of freezing up in front of a potential employer, start creating your own personal brand now. Your online presence has the ability to speak for you, and employers are going to Google you before calling you in for an interview.  (The Daily Muse, 2009)

Many companies use Facebook, LinkedIn, Twitter, and personal blogs to screen potential employees. So monitoring what you post on these sites does have an impact on your future career. According to CareerBuilder’s latest social media recruitment survey of more than 2,000 hiring managers and HR professionals and more than 3,000 full-time U.S. workers, 60 percent of employers revealed that they use social networking sites to research job candidates. (McDonnell, 2016) 60% That means there’s a greater chance that your future employer is going to do some snooping.

That doesn’t mean go and delete all of your social media sites, or set them to private. This will do more harm than good. More than two in five employers (41 percent) say they are less likely to interview job candidates if they are unable to find information about that person online — a 6 percent increase since last year. (Grass, 2016)

Here’s how to start creating and fine tuning your personal brand now:

1. Create a Personal Brand Statement 

This isn’t a bio or elevator pitch. Your statement is 1-2 sentences answering what you are the best at, who your audience is professionally, and how you do it uniquely. It sums up your unique promise of value. Every description of yourself from now on will stem from your personal brand statement.

A personal brand statement it catchy, quick, and memorable. Search up some professional twitter bios; they’re under 160 characters, give a snapshot into who the person is, what they do, and insight into how they do this.

2. Determine What Your Personal Brand Stand For?

Sit down and think long and hard about what it is your personal brand is going to convey and how are you going to sell it. Think about the way you present yourself in your photos–what are you wearing, is this a photo you would proudly show an employer?

It’s important to think long and hard about your personal brand, all the way down to the small details. What are your goals, what skills do you have to offer, what is your work ethic like, how do people benefit by working with you? These are all important questions to think about when creating your personal brand.

3. Identify Your Target Audience

One of the most crucial parts to creating your own personal brand is to understand your target audience. Who is it that will be seeing your social media accounts? What message are you trying to get across to those who will be seeing your sites?

Once you understand your target audience, you can tailor your posts to appeal to that group of people.

4. Sensor Your Social Media 

Once you’ve identified your personal brand statement, what your personal brand stands for, and who your target audience is then it’s time to do some cleaning. There are many great tools out there to help you manage and maximize your social media presence. A lot of these have free tools to help flag potentially harmful posts on all of your social media sites, but to really clean house, you’ll have to spend some cash.

Instead, you can DIY. While you might think you’re documenting all of the exciting times you had throughout college, or that weekend at Coachella, these can potentially be damaging to your image. Images and posts about college parties, alcohol, drugs, scandalous outfits, or anything questionable should be wiped from your social media. Making them private won’t help either as many companies have ways around these privacy settings.

Moral of the Story 

The world is watching you. By taking control of your personal brand and online presence, you’ll be setting yourself up for career success. Investing in yourself is one of the most beneficial move you can make at this point in your life.