Why You Need to Pay Attention to Comms Tech

Many of us are familiar with the term “Fintech” but when you hear Comms Tech, what comes to mind? Comms Tech, short for Communications Technology, refers to the tools, systems, and technologies used for transmitting, receiving, and exchanging information and messages. It’s safe to say that we’re quite familiar with some of these technologies already, from instant messaging apps to social media.

Common examples of Comms Tech software include image generating software, photo/ video editing software, transcription software, writing and word processing software etc. The benefits of using these software are numerous. They increase our efficiency, correct our errors and help us to create better data-driven communications materials and campaigns.

In 2023, it is nearly impossible for professionals to do their work without technology. Technology has changed the Communications industry in a relatively short amount of time. Some years ago, we would not have imagined that meetings, trainings and even international conferences would be held on virtual platforms such Zoom, Google Meet or even WhatsApp. Today, we sign up and log on to these meetings and events with the tap of a few buttons.

Another thing that has become an evolving part of our work reality is Artificial Intelligence (AI). The now famous ChatGPT with over 100 million users and 1 billion website visitors per month is just one of the numerous Al software solutions that have seemingly come to stay. While many assume that AI is here to take their jobs, a 2022 poll by The Harris Poll and AI PR platform, PRophet, found that PR professionals want to be a part of the changing future of PR, and believe AI is a key way for them to do so. The results of this poll also shows that PR professionals believe AI is worth exploring.

According to Stagwell Marketing Cloud’s 2023 State of Comms Tech Report, it might become necessary for professionals in the communications industry to become “communications engineers.” With over 700 tools on the market in the PR, social media and Communications space, it is essential for Communications professionals to know what works best for their organisation’s needs. 

This points to the fact that the scope of our work as PR professionals is evolving. In coming years, just like tech focused jobs require knowledge of certain software, job descriptions for roles in PR will require experience with certain Comms Tech software. Imagine applying for a job and during the interview, you’re asked about your experience with image generating software? This might become our reality sooner than we think. When we think about where we’ve come from and where we are in terms of using technology for our work, the possibilities for the future are endless.

While it might be tempting to bury our heads in the sand and hope that the changes in the industry do not affect us or our careers, this will not serve us in the long run. We need to embrace the unfamiliar by learning about the emerging technologies and becoming experienced with using them. The changes we’re expecting to see in the PR landscape might not be fully known but they can meet you prepared if you intentionally embrace Comms Tech.


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