Public relations is still a fantastically important area in which a brand can manage its reputation. The notion of public relations has been around for close to a hundred years, and there is no sign that it will be going anywhere anytime soon. It has evolved since its inception however, with significant developments in the techniques and methodology applied to PR that have developed over the years.

In the 21st century, the digital age, there has been an increased utilisation of technology and digital platforms as a tool for PR. This has in turn created a form of public relations known as tech PR, which uses traditional aspects of PR and intertwines them with digital techniques to create a more effective form of brand management.

With such a range of digital platforms, there is significant opportunity to use them for effective PR. Some of these platforms include social media, blogs and search engines. When utilised correctly this creates a level of interactivity that can be invaluable to a brand. It is also a very direct medium, using internet technologies provides a direct and two way relationship with customers and the public – allowing for an open dialogue and therefore more effective communication.

Public relations, as a whole, is largely about good communication – and the digital mediums of the internet are perfect to achieve this. Social media is particularly good, due to the level of communication and interactivity such platforms provide. So let’s examine how technology PR works in this area.

It starts with a carefully thought out strategy, with a well thought out process there is an increased likelihood of success. This would involve analysing brands competitors and seeing how they are utilising social media to create a unique approach that offers something to make a brand stand out from the crowd.

There is some preparation of a brands online presence necessary; the company may have a website that needs adapting so as not to conflict with the social media strategy. The next step is to find out what conversations are being had online about the brand and the service or product it offers so as to accurately assess the existing reputation of the brand or competing products and services. This allows a brand to establish exactly what the best social media platforms are to use for PR, there’s not a lot of point in using a platform on which there are few conversations being had.

Content is very important to entice users into your social media presence, things like games, competitions and giveaways can be effective choices for example. Whatever content is created must be compelling and unique in order to compel the user. Engagement with relevant communities is important too, for example a sports shoe brand should reach out to sports clubs or organisations.

Ultimately, with an open and engaging social media presence a brand can increase its awareness and also the sentiment users have for it. Social media is just one of the ways a brand can manage its reputation online using technology. Technology PR requires many other different facets, and with good management these can all come together to provide a very effective level of communication for the brand – and ultimately increase its reputation and revenue through digital techniques.