{"id":527,"date":"2021-09-28T22:57:00","date_gmt":"2021-09-28T22:57:00","guid":{"rendered":"http:\/\/prowly.com\/magazine\/?p=527"},"modified":"2024-07-11T14:27:54","modified_gmt":"2024-07-11T14:27:54","slug":"prtalk-automation-works-in-workflow-but-fails-in-relations-pr-tools-vendors-about-modern-pr-business","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/prtalk-automation-works-in-workflow-but-fails-in-relations-pr-tools-vendors-about-modern-pr-business\/","title":{"rendered":"#PRtalk: Automation Works in Workflow, But Fails in Relations - PR Tools Vendors About Modern PR Business"},"content":{"rendered":"<p>#PRtalk about modern PR business is behind us. Is press release already dead? How can we replace it? How do we breakdown the business of Public Relations and what modern PR business means? Where does PR automation work, and where does it fail? What PR trends should we watch out for in 2016? - these hot topics we were discussing yesterday during the Twitter chat hosted by Stephen Waddington from Ketchum. Check out the most interesting answers.<\/p>\n<h2 id=\"vendors-about-modern-pr-business\">Vendors About Modern PR Business<\/h2>\n<h3>1. Is Press Release dead?<\/h3>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\"><a href=\"https:\/\/twitter.com\/wadds?ref_src=twsrc%5Etfw\">@wadds<\/a> A1 Press release or no press release \u2013 it\u2019s all about great content and making your message heard #2015 <a href=\"https:\/\/twitter.com\/hashtag\/FunctionNotForm?src=hash&amp;ref_src=twsrc%5Etfw\">#FunctionNotForm<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Joanna Drabent \ud83c\uddfa\ud83c\udde6 (@jdrabent) <a href=\"https:\/\/twitter.com\/jdrabent\/status\/676841089177935872?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A1: Press releases been fading in importance for certain sector for some time now; definitely no longer PRIMARY output <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Christine Perkett (@missusP) <a href=\"https:\/\/twitter.com\/missusP\/status\/676840901445029888?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A1 Press release is not dead. It just needs to be totally reimagined <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Joanna Drabent \ud83c\uddfa\ud83c\udde6 (@jdrabent) <a href=\"https:\/\/twitter.com\/jdrabent\/status\/676841722010329088?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A1: Not in the music world - still vital - but personal contact, relationships n follow up more important than ever <a href=\"https:\/\/twitter.com\/hashtag\/PRTalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRTalk<\/a><\/p>\n<p>&mdash; Jamie (@JamieGiberti) <a href=\"https:\/\/twitter.com\/JamieGiberti\/status\/676841946825011200?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A1) 2\/2 Senior PRs need to learn more from younger team members. Then theres no problem adapting tactics &amp; losing the press release! <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Stella Bayles (@stellabayles) <a href=\"https:\/\/twitter.com\/stellabayles\/status\/676842685727178753?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A1) Younger PR pros know how to get a story out. Its often senior PR adding press releases &amp; phone sell-ins still... 1\/2 <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Stella Bayles (@stellabayles) <a href=\"https:\/\/twitter.com\/stellabayles\/status\/676842274693754880?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<hr \/>\n<h3>2. Press release: what's replacing it within PR?<\/h3>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\"><a href=\"https:\/\/twitter.com\/wadds?ref_src=twsrc%5Etfw\">@wadds<\/a> A2 the press release is not dead! We just have greater opps now through a wider array of tools and channels <a href=\"https:\/\/twitter.com\/hashtag\/prtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#prtalk<\/a><\/p>\n<p>&mdash; Sarah Waddington CBE \ud83d\udc99 (@Mrs_Wadds) <a href=\"https:\/\/twitter.com\/Mrs_Wadds\/status\/676843268366274565?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A2: Our stories live on in social channels and allow our audience to participate vs only consume. Much more fun &amp; &quot;sticky.&quot; <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Christine Perkett (@missusP) <a href=\"https:\/\/twitter.com\/missusP\/status\/676843082889957376?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A2: Engaging content: visual, social, interactive campaigns. # of ways we can communicate now so much more interesting; memorable. <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Christine Perkett (@missusP) <a href=\"https:\/\/twitter.com\/missusP\/status\/676842944410832897?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A1: Press releases will always be around. The MASTURBATORY press release, however, is out. See #4 here: <a href=\"https:\/\/t.co\/mzvHeNBZNw\">https:\/\/t.co\/mzvHeNBZNw<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/PRTalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRTalk<\/a><\/p>\n<p>&mdash; Rebekah Iliff (@rebekahiliff) <a href=\"https:\/\/twitter.com\/rebekahiliff\/status\/676842802710364160?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">PR is increasingly more of instant conversation. Releases are being replaced by a more fluid conversation <a href=\"https:\/\/twitter.com\/hashtag\/PRTalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRTalk<\/a><\/p>\n<p>&mdash; OnePulse (@OnePulseApp) <a href=\"https:\/\/twitter.com\/OnePulseApp\/status\/676842292137840643?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A2. conversations with audiences - event-based, social media based, community-based... <a href=\"https:\/\/twitter.com\/hashtag\/PRTalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRTalk<\/a><\/p>\n<p>&mdash; Chris Harrison (@chrisjharrison) <a href=\"https:\/\/twitter.com\/chrisjharrison\/status\/676843738736558084?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A2 Question for the vendors -- how many of you use press releases for your own PR? <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Aly Saxe (@Aly_Saxe) <a href=\"https:\/\/twitter.com\/Aly_Saxe\/status\/676844171324297216?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A1: Press releases been fading in importance for certain sector for some time now; definitely no longer PRIMARY output <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Christine Perkett (@missusP) <a href=\"https:\/\/twitter.com\/missusP\/status\/676840901445029888?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Press release is not dead. It just needs to be totally reimagined <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a> <a href=\"https:\/\/t.co\/spNUbutEe1\">pic.twitter.com\/spNUbutEe1<\/a><\/p>\n<p>&mdash; Prowly (@Prowly_com) <a href=\"https:\/\/twitter.com\/Prowly_com\/status\/676842529149554688?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<hr \/>\n<h3>3.\u00a0How do you breakdown the business of public relations? Media, influencers, community, social biz? How else?<\/h3>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\"><a href=\"https:\/\/twitter.com\/wadds?ref_src=twsrc%5Etfw\">@wadds<\/a> A3 let&#39;s be blunt, we are in the business of influence but ultimately it&#39;s about selling <a href=\"https:\/\/twitter.com\/hashtag\/prtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#prtalk<\/a><\/p>\n<p>&mdash; Sarah Waddington CBE \ud83d\udc99 (@Mrs_Wadds) <a href=\"https:\/\/twitter.com\/Mrs_Wadds\/status\/676845657039241216?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A3 What we *need* to be is the trusted advisor on reputation, relationships and communications.  <a href=\"https:\/\/twitter.com\/hashtag\/Prtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#Prtalk<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/FutureProof?src=hash&amp;ref_src=twsrc%5Etfw\">#FutureProof<\/a><\/p>\n<p>&mdash; Adam Parker (@AdParker) <a href=\"https:\/\/twitter.com\/AdParker\/status\/676846217972858881?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A3 PR pros should think about PR as a PESO (Paid\/Earned\/Shared\/Owned media) framework <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Joanna Drabent \ud83c\uddfa\ud83c\udde6 (@jdrabent) <a href=\"https:\/\/twitter.com\/jdrabent\/status\/676844501013569536?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A3. I think we&#39;re in the relationship business to help create understanding and trust. Result is positive reputation <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Stephen Waddington (@wadds) <a href=\"https:\/\/twitter.com\/wadds\/status\/676845913512484864?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">PR stands at a fork in the road, which requires both a new way of thinking and new, diverse skill sets <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Edyta Kowal (@edyta_kowal) <a href=\"https:\/\/twitter.com\/edyta_kowal\/status\/676845866397868036?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A3. Influencer marketing blurs the line between PR and marketing and becomes cross functional <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a> <a href=\"https:\/\/t.co\/243HVjZAVM\">pic.twitter.com\/243HVjZAVM<\/a><\/p>\n<p>&mdash; Nicolas Chabot (@nicochabs) <a href=\"https:\/\/twitter.com\/nicochabs\/status\/676844945119031296?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<hr \/>\n<h3>\u00a04. PR automation: where does it work in public relations, and where does it fail?<\/h3>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A4 <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a> automation great for counting things, not so good at evaluating them, hopeless at insights which need humans<\/p>\n<p>&mdash; Richard Bagnall (@richardbagnall) <a href=\"https:\/\/twitter.com\/richardbagnall\/status\/676846292354641922?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A5 Processes embedded. &quot;Measures&quot; established. Expectations exist. Skills to be acquired. Change is a challenge, requires investment <a href=\"https:\/\/twitter.com\/hashtag\/Prtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#Prtalk<\/a><\/p>\n<p>&mdash; Adam Parker (@AdParker) <a href=\"https:\/\/twitter.com\/AdParker\/status\/676848655928795136?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">PR professionals will have to adopt some automation methods in some of their daily activities <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a> <a href=\"https:\/\/t.co\/Ah5DTj9nQj\">https:\/\/t.co\/Ah5DTj9nQj<\/a><\/p>\n<p>&mdash; Prowly (@Prowly_com) <a href=\"https:\/\/twitter.com\/Prowly_com\/status\/676849212399747072?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A5: #1 - There is a gaping hole between technology innovation and PR practice, lacks connective tissue and industry agreement <a href=\"https:\/\/twitter.com\/hashtag\/PRTalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRTalk<\/a><\/p>\n<p>&mdash; Rebekah Iliff (@rebekahiliff) <a href=\"https:\/\/twitter.com\/rebekahiliff\/status\/676848983139028992?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A4: Curation, Distribution, Scoring and Analytics work - relationships and creativity in my opinion can never be automated <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Jonathan Bean (@jonobean) <a href=\"https:\/\/twitter.com\/jonobean\/status\/676846575524691968?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A4: Works in workflow, fails in relations. AI great impact in building relations soon. <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Joanna Drabent \ud83c\uddfa\ud83c\udde6 (@jdrabent) <a href=\"https:\/\/twitter.com\/jdrabent\/status\/676846549058605056?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A4 Automate workflow. Automate reporting. Save time in these things. Don&#39;t automate relationship building. You just can&#39;t hack that. <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Aly Saxe (@Aly_Saxe) <a href=\"https:\/\/twitter.com\/Aly_Saxe\/status\/676847026387087360?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A4) Automation works when tech can give PRs back hours, if not days to do important tasks like insight, relationships &amp; evaluation <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Stella Bayles (@stellabayles) <a href=\"https:\/\/twitter.com\/stellabayles\/status\/676847124353581056?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<hr \/>\n<h3>5.\u00a0Why are agencies and in-house teams finding it so tough to modernise practice around new forms of media?<\/h3>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A5, #2 - This leads to next issue: Huge &quot;Talent Gap&quot; as <a href=\"https:\/\/twitter.com\/hashtag\/PRnewcomers?src=hash&amp;ref_src=twsrc%5Etfw\">#PRnewcomers<\/a> need to have fundamentals in data analysis + storytelling <a href=\"https:\/\/twitter.com\/hashtag\/PRTalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRTalk<\/a><\/p>\n<p>&mdash; Rebekah Iliff (@rebekahiliff) <a href=\"https:\/\/twitter.com\/rebekahiliff\/status\/676849219429408768?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A5) Without doubt it&#39;s the limitation of traditional PR structure &amp; job titles. It doesn&#39;t welcome new skills or an agile approach <a href=\"https:\/\/twitter.com\/hashtag\/PRTalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRTalk<\/a><\/p>\n<p>&mdash; Stella Bayles (@stellabayles) <a href=\"https:\/\/twitter.com\/stellabayles\/status\/676849285074427905?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\"><a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a>  It is extremely hard to automate <a href=\"https:\/\/twitter.com\/hashtag\/PR?src=hash&amp;ref_src=twsrc%5Etfw\">#PR<\/a> \u2013 activity based on building and maintaining relations.PR is more art than mathematics<\/p>\n<p>&mdash; Prowly (@Prowly_com) <a href=\"https:\/\/twitter.com\/Prowly_com\/status\/676848126666371073?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A5 One of the most offensive examples of this are agencies that still use AVEs because &quot;the client demands it.&quot; <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Aly Saxe (@Aly_Saxe) <a href=\"https:\/\/twitter.com\/Aly_Saxe\/status\/676849352078434305?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<hr \/>\n<h3>6.\u00a0How should practitioners make sense of the tools market? Best in class tools or an integrated workflow?<\/h3>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A6: A combination of great tools will always be the way to go. Jack of all trades and master of none is never a good approach <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Jonathan Bean (@jonobean) <a href=\"https:\/\/twitter.com\/jonobean\/status\/676851330619736064?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A6: Why don\u2018t we have both? <a href=\"https:\/\/t.co\/5XdkDP3v6t\">https:\/\/t.co\/5XdkDP3v6t<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Joanna Drabent \ud83c\uddfa\ud83c\udde6 (@jdrabent) <a href=\"https:\/\/twitter.com\/jdrabent\/status\/676850628522561536?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A6 - certain tools for PR&#39;s are now key and shouldn&#39;t be ignored - the question is how do we know which will work best <a href=\"https:\/\/twitter.com\/hashtag\/PRTalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRTalk<\/a><\/p>\n<p>&mdash; Smoking Gun Agency (@SmokingGunPR) <a href=\"https:\/\/twitter.com\/SmokingGunPR\/status\/676851498945499136?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A6: A combination of great tools will always be the way to go. Jack of all trades and master of none is never a good approach <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Jonathan Bean (@jonobean) <a href=\"https:\/\/twitter.com\/jonobean\/status\/676851330619736064?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A6 Go for best in class and they will figure out the integrations. <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Aly Saxe (@Aly_Saxe) <a href=\"https:\/\/twitter.com\/Aly_Saxe\/status\/676851188965498880?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A6. First step for practioners should be to start with tools that deliver most impact on their business priorities <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Nicolas Chabot (@nicochabs) <a href=\"https:\/\/twitter.com\/nicochabs\/status\/676851135530029056?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<hr \/>\n<h5><strong>7. <a href=\"http:\/\/prowly.com\/magazine\/2015\/12\/16\/top-6-pr-trends-to-boost-your-communication-in-2016\/?utm_campaign=PR_trends_2016&amp;utm_medium=email&amp;utm_source=newsletter&amp;utm_content=&amp;utm_term=\" target=\"_blank\" rel=\"noopener noreferrer\">PR trends in 2016<\/a><\/strong><\/h5>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\"><a href=\"https:\/\/twitter.com\/wadds?ref_src=twsrc%5Etfw\">@wadds<\/a> A7 insight and evaluation. C-Suite reporting in terms of PR \/ organisational outcomes <a href=\"https:\/\/twitter.com\/hashtag\/prtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#prtalk<\/a><\/p>\n<p>&mdash; Sarah Waddington CBE \ud83d\udc99 (@Mrs_Wadds) <a href=\"https:\/\/twitter.com\/Mrs_Wadds\/status\/676853162565894144?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A7: 2016 will be about challenging clients to be brutally transparent, 21st century-real and daring with creativity <a href=\"https:\/\/twitter.com\/hashtag\/prtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#prtalk<\/a> <a href=\"https:\/\/twitter.com\/wadds?ref_src=twsrc%5Etfw\">@wadds<\/a><\/p>\n<p>&mdash; Steve Falla (@steve_falla) <a href=\"https:\/\/twitter.com\/steve_falla\/status\/676853449942810625?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A7: We at @mynewsdesk_uk will be focusing on PESO, integrations and growing and keeping our 90%+ renewal rates <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Jonathan Bean (@jonobean) <a href=\"https:\/\/twitter.com\/jonobean\/status\/676853441415806976?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A7 investment in <a href=\"https:\/\/twitter.com\/hashtag\/prtech?src=hash&amp;ref_src=twsrc%5Etfw\">#prtech<\/a> tools is going to increase and mentality around tool integration will shift (positively) <a href=\"https:\/\/twitter.com\/hashtag\/PRTalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRTalk<\/a><\/p>\n<p>&mdash; OnePulse (@OnePulseApp) <a href=\"https:\/\/twitter.com\/OnePulseApp\/status\/676853311232999425?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>https:\/\/twitter.com\/IdriesAB\/status\/676852609089687552<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">A7: Data-Driven PR &amp; Brand Newsrooms as content hubs <a href=\"https:\/\/twitter.com\/hashtag\/PRtalk?src=hash&amp;ref_src=twsrc%5Etfw\">#PRtalk<\/a><\/p>\n<p>&mdash; Joanna Drabent \ud83c\uddfa\ud83c\udde6 (@jdrabent) <a href=\"https:\/\/twitter.com\/jdrabent\/status\/676852573777850372?ref_src=twsrc%5Etfw\">December 15, 2015<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n","protected":false},"excerpt":{"rendered":"<p>#PRtalk about modern PR business is behind us. Is press release already dead? How can we replace it? How do we breakdown the business of Public Relations and what modern PR business means? Where does PR automation work, and where does it fail? What PR trends should we watch out for in 2016? <\/p>\n","protected":false},"author":230,"featured_media":544,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[359],"tags":[27,62,20,84,85,26],"class_list":["post-527","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-tools-and-software","tag-how-to","tag-media-relations","tag-pr","tag-pr-automation","tag-press-release","tag-trends"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>#PRtalk: Automation Works in Workflow, But Fails in Relations<\/title>\n<meta name=\"description\" content=\"#PRtalk is already behind us. Is press release already dead? What modern PR business means? 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