The technology and corporate communications – Administrators

In recent years, the corporate communications market has undergone a revolution. Just over 15 years, companies communicate news through press releases via fax. The email was still something little used and was part of the routine of a very limited group of professionals. Even the cell phones were rare artifacts. Clearly remember the press conference of the BCP to present one of the first mobile devices that combined functionality, weight and size viable to become a working tool.

 

Advances in technology have changed human behavior and thus impacted the most different business areas, including corporate communications. Even the most averse to the solutions needed to adapt and shape their everyday life to a new scene.

 

With the Internet, the volume of releases that reached the wording – now by email – outpaced the hundreds. With cell phones, ditávamos notes for journalists newsrooms draft and update the content of the news agencies. All very fast. Today, the saying also no longer exists. Now, just type directly from the tablet or smartphone and publish the news. If the world has changed with online journalism, professional communication corporate seen, every day, the universe of channels increase.
More recently, social networks, live in a new time. The traditional release with regular shots, little work and only for some segments. In the era of big data, the volume and access to information is so big and fast that, again, it’s time to reinvent ourselves.

 

We are experiencing a new period of transition, in which the needs and behaviors are adjusted in line with advances in technology. Today, opinion leaders are not just journalists and editors. We have small, medium and large opinion leaders that carry thousands of fans on blogs, Facebook, Twitter, LinkedIn, Instagram and many other networks.
now all speak and be heard. And corporate communication, as is in this situation? The objectives remain the same: to build or maintain the image and reputation of the companies. But the dynamics and scope are now other.

 

If, for some time, produce content was not a priority for corporate communication, something that is now emerging as one of the main needs. The answer to the final customer was not a function of public relations professional, it is now. If before worrying about the design was not due to a spokesman, is now part of the scope. Not just produce more content if it is not visually appealing to the audience with which we relate.

 

Some call this whole process of PR 3.0. Regardless of the name to be adopted, the fact is that the world and the corporate communications need to change together. If today’s releases are few tools already used in a few years, maybe they do not exist anymore.

 

As a result, we, corporate communications professionals, we must be open to all these changes. After all, like other evolutions of technology, certainly, the only certainty is that this new environment will make us more agile and complete professionals.

 

Fernanda Pancheri is the director-founder of Note! Communication, corporate communications agency.