4 comms tech advances PR pros must embrace

It’s a constant struggle to stay ahead of the latest communication trends. For PR pros, addressing skill gaps around technology and data has become one of the hot topics in the industry—and those who are able to learn new skills will be better positioned to thrive in an uncertain future.

But what are those new areas of comms technology that will reshape the field?

We recently spoke with Kathleen Lucente, founder and president of Red Fan Communications, about the trends she is watching closely. Here are four movements for PR pros to monitor:

1. AI and machine learning for keyword and content analysis.

Content keywords have always mattered for writers of online content, but artificial intelligence promises to surface new insights and provide a leg up for communicators who can maximize the tools that govern the worldwide web.

Kathleen Lucente

“Understanding content topics with traction, keywords and search queries will allow you to optimize your content and see where your weak spots are when compared to competitors,” explains Lucente. “Meeting your customers where they are and recognizing how they search and explore topics is gold for the communications, marketing and sale teams.”