Mobile devices and integration into public relations research and practice is the future – and is transforming into a billion dollar industry according to some analysts. There are many reasons why brands and professionals are using mobile applications for their businesses – such as communicating directly to consumers while making sure that they are creating an interactive and engaging platform for users to share and comment on the information presented to them. People are on the move – they want information immediately that is personalized and relevant to their interests. Plus, mobile devices and applications have broken down some barriers that have been placed with traditional media – such as gatekeepers, time constraints, and global barriers.
Mobile applications are the current tool public relations professionals have to not only understand, but they have to use in order to look at their potentials in getting their messages across out to their specific audiences. There are many brands using mobile applications strategically including Starbucks, Carl’s Jr / Hardees, and many more who are deciding to use mobile applications in their campaigns and communicating directly with their consumers and other audiences.
What is sometimes creates a challenge for public relations professionals is the fact that these applications are evolving each day – and there seems to be so many applications that can be implemented and used by businesses for their various practices and campaigns. By understanding what are the benefits and risks of new technology such as mobile applications, public relations professionals will be more effective in using these strategically in their campaigns. This is an area that is definitely missing in undergraduate and graduate public relations education – this has been something that I have tried to incorporate into my class this semester at the University of Tennessee. It is not only saying that we know technology, but it is all about using and understanding it as well.
The public relations profession is not the only area in which mobile applications are being implemented and used. Professors and students are using them to bring the new emerging technology into the classroom and integrating both the foundations of social media and applying them to various assignments and campaigns for a real world experience. From experimenting with new social media and mobile platforms to managing personal personas online to building communities within a classroom context – these are great ways to show students how to use the technology and mobile applications, but also discuss the “so what” factor – which is missing sometimes in the classroom. What professors and others have to do in the classroom when it comes to new technology is to make sure to directly and concisely discuss why students have to know new technology.
I have shared with my students that understanding new technology such as mobile applications will:
- Separate themselves from the rest of the PR students for internships and positions
- Technology will always be a fabulous area in PR – better to understand and look for the latest trends to be ahead of the game and
- Being aware of new technology will help brainstorm new ideas and applications for the public relations field (both in research and practice) – which will make you a very valuable asset for your business and create a reputation for yourself in the PR field.
These are just a few of my thoughts on the subject. So, in summary – new technology and mobile applications will continue to be integrated into public relations practices – so it is key for students and professionals to not only know what are the latest trends, but keeping their eyes open for new opportunities and possibilities in integrating them into campaigns or in the classroom.
Hope you all are having a wonderful day!
Best Wishes,
Karen
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