How much can tech tools transform PR?

A recent article asserts public relations pros lag their sales and marketing peers in the realm of automation, but what of the value of creative insights and inspiration? Here’s a counterpoint.

Like most areas of business, PR has reinvented itself for the digital age.

Ironically, word hasn’t gotten out. PR is its own worst public relations agent.

The latest evidence is a recent article titled, “Why the PR Industry is Failing.” Its author, Bill Hankes, points the finger at old-school tactics, including issuing a press release through a wire service before reporters have a chance to write about it.

His criticisms slam an older, mythical version of PR that is far from everyday reality for most practitioners. He depicts PR as stodgy and leagues behind most other disciplines (such as sales and marketing) when it comes to automation.

Hankes misses a fundamental point: Technology is simply a tool; it’s only as good as the mindset it supports.

PR is evolving

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