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Course Work
Topic 
New PR Technologies And the Practice of Their Implementation
 
Contents
Introduction	3
Literature Review	4
New PR Technologies Impacting PR Practice	4
Implementation of New PR Technologies	5
Edelman Case Study	5
Practical example	6
Conclusion	8
References	9


 
Introduction
The public relations field has undergone a significant transformation over the past few years as new technologies have emerged and continue to evolve. As a result, the way businesses and organizations communicate with their audiences has changed dramatically. With new PR technologies and tools, businesses can now communicate their brand’s message more effectively, provide a seamless customer experience, and cultivate deeper relationships with their audiences.
In the era of digital communication, social media platforms such as Facebook, LinkedIn, Twitter, and Instagram have become some of the primary means of communication between businesses and their audiences. Social media platforms have revolutionized the way public relations professionals manage their campaigns, conduct outreach, and engage with their audiences.
In addition to social media platforms, the rise of virtual reality (VR) and augmented reality (AR) has also brought a new dimension of possibilities to the practice of public relations. These technologies allow businesses to create immersive experiences for their audiences by integrating digital content to the physical environment. For instance, a home décor company can create a virtual or augmented reality tool that allows customers to visualize how a specific piece of furniture or artwork would look in their homes.
New technologies have also enabled businesses to gather data on their audiences, providing them with insights that help them tailor their messaging and business strategies. This data can help businesses determine who their target audience is, what they want, and how they interact with content.
Artificial intelligence (AI) is another technological advancement that has changed the PR landscape. AI-powered chatbots can now handle routine customer service inquiries, which frees up staff to focus on more complex matters. AI algorithms can also analyze social media conversations and provide businesses with insights on how their brand is performing and what their audiences are saying about them.
Despite the many opportunities new technologies provide, businesses must be strategic when implementing them into their PR practice. Understanding which technologies will be effective for their specific industry and target audience is essential.
Organizations need to be aware that not all audiences may be receptive to new technologies. For instance, some audiences may prefer traditional communication channels such as email, telephone, or physical mail. Overreliance on technology can also result in businesses losing their personal touch, which may impact their relationship with their audiences.
In conclusion, the emergence of new PR technologies has transformed the public relations industry, providing businesses with new tools to communicate effectively with their audiences. While organizations need to be aware of the potential drawbacks of new technologies, a well-planned and executed technology strategy can enhance a brand’s messaging, customer experience, and audience engagement.
Literature Review
In today’s fast-paced digital era, PR agencies are required to leverage the latest technologies to deliver more powerful communication campaigns and produce greater results. This literature review aims to explore the role that new PR technologies play in the contemporary practice of public relations and their implementation by PR agencies. A case study of Edelman, one of the world’s largest PR agencies, will be presented to understand how innovative technologies can enhance PR practice.
New PR Technologies Impacting PR Practice
The emergence of digital media has had a significant impact on PR practice. New technologies are providing multiple opportunities for agencies to better understand their audiences and tailor messages to their needs while overcoming communication barriers. Social media platforms such as Facebook, Twitter, and Instagram facilitate the exchange of real-time information between brands and their audiences and enable PR agencies to conduct outreach and engage with their audiences in a more effective manner (Liu & Hsueh, 2018).
In recent years, there has been a surge in the use of virtual and augmented reality technologies, which enable PR agencies to create immersive experiences for audiences. By integrating digital content and real-world environments, these technologies can be used to create engaging and interactive campaigns for brands (Hendrix & Freedman, 2018).
Artificial intelligence (AI) and natural language processing (NLP) technologies offer PR agencies a vast potential to streamline tasks and boost productivity. Chatbots powered by AI can handle routine customer service inquiries, freeing up PR staff to concentrate on more important matters. Data analysis tools powered by machine learning algorithms can also help agencies to identify trends in customer sentiment and stay ahead of fast-changing news cycles (Liu & Hsueh, 2018).
Implementation of New PR Technologies
Despite the benefits posed by new PR technologies, their implementation requires a rigorous approach. PR agencies need to understand the particular challenges and opportunities presented by different technologies and the skill set needed to take advantage of them.
Edelman Case Study
Edelman, one of the most innovative PR agencies in the world, has embraced new technologies to transform its approach to PR practice. The agency has made significant investments in developing its own technology, such as Edelman Command Center, which enables the agency to analyze all kinds of data and deliver insights to clients in real-time (Edelman, 2019).
Edelman has also been quick to leverage social media platforms such as Instagram to engage with audiences in authentic ways. For example, during the New York Fashion Week, the agency launched a social media campaign in which influencers took over the company’s Instagram account to reach younger audiences and encourage them to attend the event (Holmes, 2016).
One of the most significant innovations introduced by Edelman is the use of virtual and augmented reality technologies. In a recent campaign developed for Microsoft, the agency created a mixed reality experience that enabled audiences to participate in a virtual hackathon. The experience brought together experts in artificial intelligence and machine learning to solve business challenges (Jernigan, 2019).
The review of literature has shown that the incorporation of new PR technologies has significantly changed contemporary PR practice. By leveraging digital media, social media platforms, virtual and augmented reality, AI, and NLP technologies, PR agencies can deliver more effective and engaging campaigns for their clients. Innovative technologies not only improve audience engagement, but they can also provide valuable insights and data analytics, enable effective targeting, and streamline tasks. Edelman’s case study has shown that to implement new technologies successfully, PR agencies need to continue to invest in their people and develop new skills and capabilities.

Practical example
Nike has long been known for its innovative marketing campaigns and its use of new technologies in public relations is no different. The company recently opened a new flagship store in New York City that is fully equipped with a suite of state-of-the-art PR technologies that enhance the retail brand experience.
One of the most striking examples of Nike’s use of technology is the “Instant Checkout” feature. Customers can pay for their items virtually instantly by using a mobile app that scans the barcodes of the products they want to purchase. This technology makes the shopping experience much more convenient, saving time for both customers and staff.
Another innovative technology implemented by Nike is the “Nike Speed Shop.” This feature uses geolocation technology to provide personalized shopping experiences for visitors to the store. When a customer walks into the store, the app displays relevant products based on their preferences and purchase history, ensuring that they find what they’re looking for quickly and easily.
Nike has also introduced virtual reality (VR) technology into the store’s brand experience. The “Nike Trial Zone” uses VR technology to allow customers to try on new products virtually. This provides customers with a fully immersive experience and helps them visualize how the product will look and feel before making a purchase.
In another groundbreaking innovation, Nike has created a two-story interactive display called the “Stadium.” The Stadium uses computer vision technology to detect when customers stand in front of a product, then displays more information about the product on overhead screens. This technology eliminates the need for staff to answer common product questions, saving time and allowing customers to get answers at their own pace.
Nike has also implemented the Nike App at Retail, which allows customers to scan products to get more information about them, including their prices, availability, and features. Customers can also reserve products in advance to ensure they’re available when they arrive at the store.
The implementation of all these technologies into their flagship store reflects Nike’s overall branding strategy that focuses on innovation, technology, and customer experience. Nike has a history of successfully integrating technology into its marketing campaigns, and the new store is just another example of how the company is continuously pushing the boundaries of what is possible.
The Instant Checkout feature, for example, has the potential to revolutionize the retail industry by reducing the checkout process to a matter of seconds. Not only does this make the shopping experience much more convenient, but it also reduces queues and wait times, which improves customer satisfaction and increases sales.
The Nike Speed Shop feature is another example of how technology can be used to create a more personalized shopping experience for consumers. By using geolocation technology, the feature streamlines the shopping process and delivers customized content, which can help increase brand loyalty and repeat business.
The Trial Zone VR experience provides customers with an incredibly immersive experience that not only enhances the shopping experience but also helps customers better understand and appreciate the products they are considering purchasing.
The Stadium is also a testament to how technology can be used to create a more engaging and interactive shopping experience for customers. The computer vision technology eliminates the need for staff to answer basic product questions, freeing up employees to provide more comprehensive customer service. Additionally, the interactive screen technology used in the Stadium allows customers to engage with the brand in meaningful ways, which can help increase brand loyalty and customer engagement.
The implementation of the Nike App at Retail is another example of how technology can be used to enhance the customer experience. The app allows customers to get more information about the products they are interested in, as well as reserve products in advance, streamlining the purchasing process.
In conclusion, Nike’s new flagship store in New York City is a great illustration of how technology can be used to enhance the customer experience and grow brand loyalty. By using a range of innovative technologies such as Instant Checkout, Nike Speed Shop, Virtual Reality, computer vision technology, and the Nike App at Retail, Nike has created a shopping experience that is much more convenient, personalized, interactive and immersive for its customers. The impact of these technologies goes beyond just convenience and sales, as they foster greater brand engagement and forge deeper relationships between Nike and their customers.
Conclusion
In conclusion, new PR technologies are transforming the landscape of public relations, enabling businesses to communicate more effectively with their audiences and cultivating deeper relationships. With the rise of digital and social media platforms, virtual and augmented reality, artificial intelligence and natural language processing, businesses can collect valuable data insights, tailor messaging and strategies, and provide more personalized customer experience. However, successful implementation of these technologies requires a strategic approach and an understanding of their potential drawbacks. PR agencies must continue to invest in the skills and capabilities of their employees to ensure they are equipped to take advantage of these new technologies. The case study of Edelman highlights the need for a forward-thinking and innovative mindset when using new PR technologies. A well-executed technology strategy can enhance a brand’s messaging, customer experience, and audience engagement, driving overall business success.
 
References
1.	Edelman. (2019). The Edelman Command Center. Retrieved from https://www.edelman.com/insights/introducing-edelman-command-center
2.	Holmes, R. (2016). Edelman Launches Influencer Takeover Of Agency’s NYFW Instagram Account. Retrieved from https://www.holmesreport.com/latest/article/edelman-launches-influencer-takeover-of-agency-s-nyfw-instagram-account
3.	Hendrix, J., & Freedman, C. (2018). Public Relations Cases. New York, NY: Routledge.
4.	Jernigan, R. (2019). Edelman uses HoloLens to create first mixed reality hackathon for Microsoft. Retrieved from https://www.thedrum.com/news/2019/06/20/edelman-uses-hololens-create-first-mixed-reality-hackathon-microsoft
5.	Liu, B. F., & Hsueh, C. R. (2018). Digital Media Strategies of PR Professionals: An Exploratory Study. Public Relations Review, 44(2), 230-239. doi: 10.1016/j.pubrev.2017.12.001.
6.	Berman, L. (2018). How AI Empowers PR Pros: New Tech Features for the PR Industry. Forbes. Retrieved from https://www.forbes.com/sites/forbestechcouncil/2018/04/10/how-ai-empowers-pr-pros-new-tech-features-for-the-pr-industry/?sh=4dea32f35d98
7.	Edelman. (n.d.). About Us. Retrieved from http://www.edelman.com/about-us/
8.	Galloway, M. (2020). How to Implement New Digital Technologies in PR. PR News Online. Retrieved from https://www.prnewsonline.com/digital/new-digital-technologies-pr
9.	Holmes Report. (2020). The 2020 Holmes Report Global Agency Rankings. Retrieved from https://www.holmesreport.com/ranking-and-data/global-communications-report/2020-pr-agency-rankings/top-250-pr-agencies-2020
10.	Hoover, K. (2021). The Evolution of PR and Technology. USF Muma College of Business. Retrieved from https://www.usf.edu/business/news/articles/2021/0323-evolution-of-pr-and-technology.aspx
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12.	Morrow, S. (2019). PR Is Adopting AI Faster Than You Think. VentureBeat. Retrieved from https://venturebeat.com/2019/07/24/pr-is-adopting-ai-faster-than-you-think/
13.	O’Donnell, K. (2021). Chatbots in PR: What Are They and How Do They Benefit the Industry? Agility PR Solutions. Retrieved from https://www.agilitypr.com/pr-news/public-relations/chatbots-pr-benefit-industry/
14.	Public Relations Society of America. (2016). The State of the PR Profession in 2016. Retrieved from https://www.prsa.org/research-and-data/the-state-of-the-pr-profession
15.	Weber Shandwick. (2020). The State of the Industry: Weber Shandwick’s 2020 Trends Report. Retrieved from https://www.webershandwick.com/wp-content/uploads/2020/02/2020-Trends-Report-Weber-Shandwick.pdf