• Member Login
  • Contact
  • Resources

Lost your password?

  • English English English en
  • العربية العربية Arabic ar
  • Indonesia Indonesia Indonesian id
  • Melayu Melayu Malay ms
  • Български Български Bulgarian bg
  • hrvatski hrvatski Croatian hr
  • Čeština Čeština Czech cs
  • Dansk Dansk Danish da
  • Suomi Suomi Finnish fi
  • Français Français French fr
  • Deutsch Deutsch German de
  • Ελληνικά Ελληνικά Greek el
  • हिन्दी हिन्दी Hindi hi
  • Italiano Italiano Italian it
  • 简体中文 简体中文 Chinese (Simplified) zh-hans
  • Norsk bokmål Norsk bokmål Norwegian Bokmål no
  • Română Română Romanian ro
  • Русский Русский Russian ru
  • српски српски Serbian sr
  • Slovenčina Slovenčina Slovak sk
  • Slovenščina Slovenščina Slovenian sl
  • Español Español Spanish es
  • Svenska Svenska Swedish sv
  • Tagalog Filipino Tagalog Filipino Tagalog Filipino tgl
  • Tamil Tamil Tamil ta
  • ไทย ไทย Thai th
  • Türkçe Türkçe Turkish tr
  • اردو اردو Urdu ur
  • Tiếng Việt Tiếng Việt Vietnamese vi
  • 日本語 日本語 Japanese ja
AMEC

International association for the measurement and evaluation of communication

  • Education
    • AMEC Online College
      • AMEC Training Opportunities
      • AMEC Academic Scholarship (SAREC)
      • AMEC Certificate in Measurement & Evaluation
        • FAQs – AMEC Certificate Course
        • AMEC Certificate Alumni
        • Student Testimonials
        • AMEC IEF Tutorial Course
        • Diploma – Coming 2025
      • AMEC Foundation in Measurement & Evaluation
        • FAQ’s – AMEC Foundation Course
      • AMEC Academic Advisory Group
      • AMEC Student of the Year Awards
      • AMEC Academics and Educators Special Interest Group (SIG)
  • Resources
    • Integrated Evaluation Framework (IEF)
      • AMEC IEF Tutorial
    • Barcelona Principles 3.0
    • Measurement Maturity Mapper – M3
    • Say No to AVEs
    • GDQ Data Quality Excellence Pledge
    • MEL Manual for Public Communications
    • Videos
    • Case Studies
    • AMEC Innovation Hub Series
    • 2023 AMEC Agency White Paper
    • AMEC Planning Resources
    • Measurement Methodology
    • 2023 AMEC APAC Market Insights Paper
    • AMEC Measurement Month
    • Find a Speaker
  • Events
    • Events Calendar
      • Events & Webinars
      • Chatham House Rules
    • Measurement Month
      • 2024 Events
      • 2023 Events
      • 2022 Events
      • All Events
    • Summits
      • All Summits
      • 2025 Global Summit – Vienna
      • 2024 Global Summit – Sofia
      • 2023 Global Summit – Miami
      • 2023 Regional Summit – Jakarta
      • 2022 Global Summit – Vienna
      • 2021 Global Summit – Virtual
      • 2020 Global Summit – Virtual
      • 2019 Global Summit – Prague
      • 2018 Global Summit – Barcelona
      • 2017 Global Summit – Bangkok
    • 2025 AMEC Global Communication Effectiveness Awards
      • 2025 Awards
      • 2024 Awards Winners
      • 2024 Awards
      • 2023 Awards Winners
      • 2023 Awards
      • 2022 Awards Winners
      • 2022 Awards
      • 2021 Awards Winners
      • 2021 Awards
      • Past Award Winners
      • Don Bartholomew Award Winners
  • About
    • Who We Are
      • About AMEC
      • AMEC Board of Directors
      • AMEC Special Interest Groups
      • Partners & Alliances
      • AMEC Don Bartholomew Award Winners
    • Chapters
      • Asia Pacific Chapter
      • European Chapter
      • Latin America Chapter
      • Middle East and Africa Chapter
      • North American Chapter
  • Insights
  • Membership
    • Join AMEC
      • AMEC Special Interest Groups
      • AMEC Global Chapters
      • Membership Categories
      • Member News Sign-Up
    • Membership Directory
      • See all Members
    • AMEC Board Elections
      • AMEC AGM 2024
      • AMEC Elections 2024
      • AMEC Elections 2023 Results
      • AMEC AGM 2022
      • AMEC Elections 2022 Results
      • AMEC AGM 2021
      • AMEC Elections 2021 Results
      • AMEC AGM 2020
      • AMEC Elections 2020 Results
      • AMEC Elections 2019 Results
    • Exclusive for Members
      • Member News Sign-Up
      • AMEC General Webinars (members only on-demand)
      • AMEC NFP SIG “Ask the Experts” Series
      • All Measurement Month Events
      • AMEC Agency Toolkit Series
      • AMEC North America Chapter “Ask the Experts” Series
      • AMEC European Chapter – Hints and Tips
      • AMEC Global Membership Survey
  • Resources
  • Menu Menu

Don’t be afraid of change. Leveraging on new technology

You are here: Home » AMEC Member Article » #AMEC25 » Don’t be afraid of change. Leveraging on new technology

Don’t be afraid of change. Leveraging on new technology

26th October 2021/in #AMEC25, AMEC Member Article, AMEC Tech Hub SIG, News, Special Interest Groups DataScouting, Sophia Karakeva/by Julie Wilkinson

Many public relations professionals resist adapting new technologies and new ways of doing business. We took a look at the most common questions PR professionals have regarding embracing new technology:

Which platform/solution should we invest in?

Remember: Ignoring technology is not a sustainable move

As surprising it may be, some of the services that are still available in the market are very basic and they do not go beyond the very basic free text, and Boolean logic search.

Enhancement techniques, such as automated entity extraction and auto-categorization, should be included in tools that PR professionals are using, enabling them to slice and dice within datasets and drill down into content results to achieve useful insights in a far easier fashion.

 

Should we build it or buy it?

Remember: There is also a third option: Partnership

Your IT team can be capable enough of building a solution you want, but the needs change constantly so an external, probably larger and more experienced team would be a better solution to lift the burden of your own team.

Easy deployment enables your IT teams to more rapidly adjust resources to meet fluctuating and unpredictable demand.

 

How will it improve our work?

Remember: Flexibility and user performance is key

The key is to have a Media Intelligence solution that is offering simple, step-by-step integration with your own systems and workflows. And we are surprised when companies tell us that they do not see such solutions very often. But this exactly what PR professionals need.

Having faster and better access to relevant information/insights in real-time, and being able to automate repetitive tasks (such as tracking media coverage), gives PR professionals the ability to focus on other activities, such as creative thinking, strategic planning, and instinct.

Manage all your data with a single log. Different tools provide different results, so having an integrated data system ensures that everybody is using the same data set to make decisions. And that helps fight silos and improve the way you manage your teams, as quite often organizations do not share knowledge between their teams, so they all act individually and duplicate efforts, wasting time and money.

Not to mention that new types of skills are being needed. Big data analytics, user experience, and predictive artificial intelligence are all proficiencies required to compete with marketing and advertising and justify the value and effectiveness of the PR industry.

Performance is monitored and you can easily outsource processes: such as clipping, by using a detailed authorization and monitoring scheme and just by providing access to a web interface.

Last but not least, the importance of having a searchable and well structured archive that does not come as a simple pdf file but acts as a live source where you can retract anytime for as long as you keep the archive.

 

Will it really grow my business?

Remember: technology will become a core business function within organizations

Yes it will, as investment in IT and technology is expected to grow over the next five years, according to the latest ICCO World PR Report for 2020-2021. Moreover according to the same report, technology proved to be the most buoyant industry sector during the corona virus pandemic.

So, no doubt, that technology will become a core business function within organizations. And we understand that there is pressure on the cost. And value versus cost depends on an organization’s actual goals and requirements. For some use-cases and organizations, fully automated solutions can be appropriate. For more sophisticated needs, we generally agree with those who say that, in the current state of market development, a good combination of sophisticated technology and expert human analysis is the appropriate approach.

In a competitive world, it is important to remain agile. And if you are part of a multi-office organization, it is important to maintain effective cross-organization: keep teams well organized and connected, from anywhere, anytime.

Time is also important, as time saves money. With a software solution you can save valuable time by using our automation and streamlined web based user interfaces.

And if you adopt a cloud-based software solution it will help you easily manage scalability, either your needs demand to scale down or up.

 

Will data privacy be preserved?

Remember: Artificial Intelligence promises a safer environment

Fear over security and data privacy is well understood. There are many challenges, but the main one can be grouped into three major classes: data, accessibility, and communications.

 

Explore options

Remember: there is the right solution for your business

The reasons why to choose a cloud-based software are many, notably cost savings, increased productivity, speed and efficiency, performance, and security, combining leading-edge technology and human editorial tools to track company mentions, products, brands or competitors, and provides actionable information to make data-driven decisions.

 

This is an extract of the webinar we delivered as part of the AMEC Measurement Month on the 26th of November. The recording of this session is available here.

Sophia Karakeva, Chief Communications Officer, DataScouting

Tags: AMEC Tech Hub Insights
Share this entry
  • Share on Facebook
  • Share on X
  • Share on LinkedIn
  • Share by Mail
https://amecorg.com/wp-content/uploads/2021/10/Tech-Hub-Insights_DataScouting_1.png 500 500 Julie Wilkinson https://amecorg.com/wp-content/uploads/2019/09/Large-amec-logo-master-1024x232.png Julie Wilkinson2021-10-26 13:24:482021-11-01 13:37:24Don’t be afraid of change. Leveraging on new technology

News and Spotlights

News

Pledge Support for the Global Data Quality Intiative

10th March 2025

News

The Power Trio: How Sales, Finance, and Marketing Rescue PR from the ROI Dilemma

12th February 2025

See more News Stories
View Measurement Month Events
Visit the AMEC Resource Centre
Amec News

Keep up to date with the latest news and trends



By clicking Submit, you have read and agreed to receive emails from AMEC. You can find more in our Privacy Policy.

Connect with AMEC

Quick Resources

  • M3- Measurement Maturity Mapper
  • Integrated Evaluation Framework
  • GDQ Data Quality Excellence Pledge
  • PR’s Guide to Measurement
  • Events Calendar
  • Measurement Month
  • Speakers Bureau
  • Resources

Member Areas

  • AMEC Global Membership Survey
  • Membership Directory
  • Exclusive for Members
  • Privacy Policy Terms and Conditions
  • Sitemap
  • Resources
Copyright © 2025 AMEC. All Rights Reserved. All Trademarks Acknowledged. - Website by Blaze Concepts
AMEC Board Elections – Ballots now open for member votesAMEC Measurement month- Tech Hub SIG events
Scroll to top