The Public Relations Society of America (PRSA) and APPrise Mobile’s second annual Technology Trends survey found professionals are increasingly spending on technology, with the focus majorly on mobile and improvisation of analytics.
PRSA is the world’s largest organization for Public Relations professionals. APPrise Mobile is a B2B enterprise/native platform which enables organizations to effectively communicate via mobile.
Companies recognize the importance of mobile technology but the survey has also found that there is no specified strategy behind the use of mobiles in a workplace. In comparison to the last year, there is a greater reliability and usage shown in new communication technologies like social collaboration, messaging and social media.
There were more than 700 companies which responded to the survey, thus giving an estimated idea for a company’s budget priorities, which technologies are the most effective and what steps need to be taken in the technological aspect to ensure communicators are equipped to do the required.
Jeff Corbin, CEO, APPrise Mobile said, “The vast majority of the workforce is now comprised of younger generations like Millennials and Generation Z. They are dependent on the small screens of their mobile devices, so we need to think not so much about what technologies we use, but rather how we effectively use them to get our key messages into the hands of our targeted audiences.”
The survey data was collected via a SurveyMonkey poll which largely included PRSA members. 717 communication professionals responded to the questionnaire in total, during the time period of January 17, 2018, through March 3, 2018.
The complete findings of the report will be released as a part of a PRSA/APPrise Mobile Webinar on June 7, 2018.
Anthony D’Angelo, APR, Fellow PRSA, 2018 Chair, Public Relations Society of America said, “We’re seeing greater adoption of social and mobile media, without companies relinquishing established strategies and channels. Technology investments are certainly going up, and the next step will be for organizations to assess whether their ROI is growing commensurately.”
This article was originally published on May 21st, 2018: https://martechseries.com/mobile/communications-industry-investing-technology/