Remember when PR people weren’t expected to be “math” people? (Yea, I know, I’m laughing too).

Well, now not only are we expected to be math people, we need to be technically savvy as well. Those of you who are WUL-ers know that I ♥ math (really, I do, and give me a spreadsheet and I’m in heaven!)… and I love how technology is allowing us to practice in more dynamic and interactive ways than ever before.

I’ve been getting to know my friends at AirPR this past year, and I love how they describe themselves: a technology platform to increase PR performance. Rebekah Iliff (who was on last month’s #measurePR chat) is one of the smartest people I know, so when she told me they were launching this week, I paid attention.

Nothing has changed our industry the way technology has, so it’s actually pretty appropriate that this new site focuses on showcasing the companies and individuals driving the emerging PRTech ecosystem. At the same time, it will provide educational resources for industry professionals. And though there are many sites that are overflowing with resources for PR pros, so far I haven’t seen one that distills PR + technology the way promises to do.

I asked Rebekah what PR pros should be ready for in the new PRTech landscape. Here’s what she said:

1. The PESO model will be the norm, not the exception. Moving forward, fully integrated programs are going to expected and demanded. PR pros must understand how to harness and execute every part of the model (Paid, Earned, Shared, Owned).

2. The PRTech ecosystem is going to grow… rapidly. Though the ecosystem is just beginning to reveal itself, there is no doubt that the amount of players in the space will expand. PR pros must be ready to integrate new technologies, let go of manual work, and nimbly adjust as innovation expands.

3. Technological innovation and access to data means the PR industry can finally let go of metrics that don’t measure up (i.e. AVEs). PR pros must be ready to embrace data and apply insights to optimize all aspects of their work.

Here’s a look at how several tools fall in the evolving PRTech landscape. Pretty useful especially if you are trying to get your head around which tool to use, and for what. They’re not all here, obviously, but it gives you a sense of what falls where.

PRTech Landscape Infographic

Exciting times lie ahead, my friends. I hope you’re buckled up, because the ride’ll just get faster.

Btw, what are your favorite tools represented here… or not? If not, where would you put them? And why?

Shonali Burke
Founder and publisher of Waxing UnLyrical, Shonali Burke helps purpose-driven brands bring big ideas to life. She teaches at The Johns Hopkins University, has gone back to school herself with the Harvard Business Analytics Program, and is creator/lead instructor at The Social PR Virtuoso® online training hub , where ambitious PR pros learn how to unleash their inner Social PR superheroes. Owned by Lola the Basset Hound, she's mad about ABBA, bacon, cooking, dogs, and Elvis, though not necessarily in that order. Wouldn't you like to be in her kitchen?
Shonali Burke
Shonali Burke