The pace of change in technology and public relations has never been faster than it is today. The use of new tools and channels for communication, but faster progress causes change in the meaning and role of public relations. The trend of expanding trends requires certain changes and adjustments to the professions that it affects. More than a thousand public relations experts conducted an online survey, and the results show that as many as 97% of them believe that significant changes will take place in the industry over the next five years. Technology development has raised the dynamics of the profession to a level we could not imagine a couple of years ago. In today’s world, experts and public relations agents have to be very well managed by the ability to communicate, but also to know the digital world of communication. Social networks have become the most important communication tool in the last few years. More recently, it has been said in content management, fake news and artificial intelligence.
The future of PR is a story that needs to be talked about in an authentic way and is called Content Management today. Content management securely, persistently and strongly penetrates into all media or communication tools. It is successful if we know who we are communicating with, what are the needs of consumers and what our goals are. It’s important to convey a message to a targeted audience in a creative, innovative and interesting way. Also, the design of content that must be appealing is also important.
When we talk about artificial intelligence, it’s a little scary that the robot can replace human actions. Artificial intelligence helps in data processing and gives a better insight into the behavior of customers and consumers. It will disrupt the entire development of the industry and replace human intuition. Experts in public relations will help to be faster, more informed and have better recommendations and advice. AI will be able to distribute media releases, translate audio and video into text, predict trends in the media, monitor social networks, find influencers, tailor content to public needs, prevent potential crises…
Fake news has become a new trend and are increasingly occurring on social networks and other channels of communication. Fake news are purposely written and published informations. The biggest problem is that informations on the Internet are available to everyone. Today everyone can post any news that may or may not be true and accurate, and that will be expanded so widely through communication channels. So, later is very difficult to convince the public that it is incorrect and false information. Fake news became a global problem that is expanding rapidly, and it is difficult to control and prevent it.
However, these trends are rapidly evolving and this is just the beginning. For several years, many people will work jobs that do not exist. Technology is advancing, but it’s hard to resist. The only thing left is to adapt to and follow the upcoming trends.
Literature:
http://www.bernays.hr/Home/NewsDetail/hr-HR?title=pr-daily-buduci-trendovi-u-odnosima-s-javnoscu-koje-predvidaju-sami-strucnjaci
http://www.huoj.hr/index.php?opt=news&act=mlist&id=4397&lang=hr
http://studentski.hr/studenti/vijesti/virusno-se-siri-globalni-problem-fake-news-a
Elena Kovačević, OJ3 B2