In strategic communications work, technology plays a crucial role in the way companies communicate and spread their messages. A recent study conducted by AG CommTech and the German Public Relations Society (DPRG) sheds light on the current status and importance of communication technologies (CommTech) in PR and communications work, especially for professionals working in the communications of small and medium-sized companies (SMEs).
At the end of last year, the study surveyed a total of 218 people online, 73 percent of whom worked in communications departments and the rest in PR agencies. Surprisingly, only four percent of all respondents see themselves as innovators who have fully digitized all core activities and use CommTech to an advanced level.
The Importance of CommTech
CommTech includes a variety of tools and technologies used to improve communication processes. This includes data analysis tools, automation tools, AI-based content creation, and much more. These technologies offer tremendous opportunities for optimizing internal and external communications, stakeholder engagement, and campaign measurement.
Important results of the study:
- Digital divide: Large companies are more aware of the importance of CommTech and are more advanced in their adoption with a digitalization index of 52, in contrast to smaller companies.
- Artificial intelligence (AI): 75 percent of respondents see AI as an opportunity, while only six percent see it as a threat.
- Technology evaluation: Large companies rely more heavily on continuous evaluation of new technologies at 71 percent compared to 51 percent for small companies.
- Integration and skills gaps: The biggest challenges are the integration of different systems (65 percent) and a lack of skills in the team (61 percent).
- Investment priorities: Process automation and education/training are the main investment areas for the next twelve months, each accounting for 71 percent.
The potential of CommTech for PR professionals in medium-sized businesses
The potential of CommTech for medium-sized PR professionals is enormous and cannot be overemphasized. In a world where the flood of information and the speed of communication are constantly increasing, CommTech offers SMEs the opportunity to spread their messages in a targeted and effective manner. By automating routine tasks, PR teams can spend more time on strategic planning and creative campaign development. In addition, the use of data analysis tools enables deeper insight into the behavior and preferences of target groups, which leads to more precise and effective communication strategies.
Integrating AI into PR work opens up new horizons for personalized communication and content creation, allowing companies to make their messages even more direct and engaging. For SMEs, who often operate with limited resources, this represents an opportunity to differentiate themselves in the market and compete with larger companies.
A wake-up call for communication work in medium-sized businesses
These results are a clear wake-up call for PR professionals in SMBs. Digital transformation is not waiting, and integrating CommTech into PR and communications strategies is no longer an option but a necessity. SMBs must overcome obstacles such as system integration and skills gaps to remain competitive in the digital landscape.
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