The Public Relations Society of America (PRSA) and theEMPLOYEEapp by APPrise Mobile has released findings from a new study on technology usage by the Communications Industry. The report is based on a survey of more than 600 communications professionals and reveals that while companies have embraced social media as an effective way to connect with external audiences, they are still relying on older, more established technologies like e-mail to communicate internally with employees.
The study found that while the vast majority of individuals now possess mobile devices, companies are behind the curve in effectively deploying and using them for communications and content distribution.
The survey explored the use of old and new technologies by communications professionals with respect to four main categories of technology: e-mail, social media, and mobile technology, as well as messaging and social collaboration tools. The survey sought to determine how each is being used for both internal and external communications and their effectiveness for both.
“Communicators understand the importance of finding technology that suits our ‘always on’ culture and emphasizing the role that digital storytelling has in today’s mobile-first world,” said PRSA 2017 National Chair Jane Dvorak, APR, Fellow PRSA. “Yet, based on organizations’ seemingly limited investment in newer technologies and reticence to move away from email and intranets, old-school communication tactics remain the dominant method of distributing information.”
Jeff Corbin, CEO of APPrise Mobile, commented, “The past several years have seen a very rapid change when it comes to the use of technology to communicate with an organization’s internal and external audiences. It is safe to now say that mobile technology is here to stay. The question therefore becomes how does our industry have to change to remain relevant in light of the fact that content is now being consumed primarily through the small screens of iPhones and Androids. The research that we conducted with PRSA addresses this question and shows where we are succeeding and where we need to rethink the way our work is done.”
Key findings from the survey are below.
The survey data was collected via a SurveyMonkey poll largely comprised of PRSA members. In total, 628 communications professionals responded to the questionnaire conducted from February 6, 2017, through March 27, 2017. Communications professionals of varying tenure, industry, age demographic and agency/in-house designation were included.
For more information, or to view the full results, click here.
This article was originally published on June 28th, 2017: http://hrdailyadvisor.blr.com/2017/06/28/trends-communications-industry-show-companies-slow-adopt-new-technologies/