In addition, one of the trends that is becoming more and more relevant for brands is having a good online presence through different strategies, such as web positioning, engagement, brand building, traffic, among others. "Successful collaboration between PR and social media is vital to achieve consistent and coherent corporate communication," says Karina. “The increase in the availability of more data will enrich the information that we as communicators use for planning strategies and that will lead to a better evaluation of results. New technologies will allow advertisers to find tools to monitor media and make data collection easier and more profitable”.
In this context, the resurgence of traditional media adapted to new technologies, such as podcasts, and the birth of new content creators are already considered a key piece of public relations strategies, but the role of technology in PR is not It will stop there: “Artificial intelligence will become increasingly relevant for public relations, since it will make it possible to streamline tasks and achieve better data analysis, monitor possible crises and enhance results. In the short and medium term, public relations agencies will be able to count on new methodologies that will allow us to more efficiently demonstrate the ROI of our efforts, such as earned media, posts with backlinks, reputable and trusted media that spread our stories, influence marketing, among others ”.