[By Taylor Kolar]

PR is a rapidly changing profession, which constantly strives to be up-to-date with the latest technology. In a recent Forbes article, Ayelet Noff, founder and CEO of award-winning PR firm Blonde 2.0, discussed the issues and trends that will drive the PR conversation in 2017. In Noff’s article, she relied on well-versed entrepreneurs from around the globe to provide insight on tech predictions for the year, and then related these predictions to the world of PR.

Here are Noff’s key takeaways:

  • Innovation is crucial when competing with other publications. It is important to embrace the wide range of technology that may appear on the market. Being aware of any new technology is paramount to staying one step ahead of the game. Technology will continue to change the way companies operate.
  • Automation is a huge component to driving your business. Move over tradition – the use of large automatic equipment in a system of manufacturing or other production processes will provide new opportunities for growth that haven’t existed before. PR professionals should be aware of this intelligence and how it will change our everyday lives.
  • Always be able to adapt to current technology, such as virtual reality. By utilizing this tool, the industry will learn new alternatives when pitching stories. This technology will facilitate a new form of interaction in our industry, along with the integration of social media and communication.
  • The people who create technology are influential in how they contribute to the evolution of the way we communicate with one another. It is important to recognize these behind-the-scenes people, as well as the people who interface with technology.

All PR professionals should be aware of these trends to come. Understanding technology and how it translates in our field is crucial for every professional’s success.

(Photo by lizzardo via Flickr)