In the last few years, the acceleration of AI technology alongside the extension of social media into (almost) every aspect of day to day life has prompted rapid evolution of digital communications. It’s a theme that we are very focused on at Vuelio having talked recently at PRFest on the implications of tech for reputation management and engagement. In truth, it is a topic that leads our entire organisation because it defines what the PR and Communications industries need and want from our platform – and why we were delighted to support last week’s PRCA Health Conference.
At the conference, our chief marketing officer Natalie Orringe joined a panel session to address the question of how digital can create more human conversations. Expert speakers included Maja Pawinska Sims, associate editor (EMEA) at PRovoke Media; Rachel Royall, director of healthcare, wellbeing and pharma at Markettiers; and session chair Jon Buckley, director of digital, strategy & insights at Pegasus.
Of course, no debate on digital can ignore the current context. The lockdown has accelerated the trend to digital being the only way for companies, particularly those in healthcare, to listen, understand then engage with audiences – internal and external. But, as those in PR and communications know, it comes with incredible challenges from rebutting fake information to finding effective means of communicating with specific interest groups who may shift to communicate via closed groups.
The panel’s consensus was that the shift to personalisation was fundamental and one the industry had to embrace rather than shy away from. According to Rachel, to some extent, the trend played to the industry’s strengths such as understanding the relationships needed to create high impact, person-centric case studies that deliver powerful, engaging and informative content.
However, for personalisation to inspire a step change in reaching audiences, for Natalie there had to be a step change in how health communicators considered digital. Rather than seeing it as a means to reach large groups, tech makes it possible in real time to analyse large data sets and better understand the communities within audience or patient groups. These insights can then be used to build creative, content and campaigns based on needs, wants and, most importantly, what is authentic to the brand or organisation.
This shift from seeing personalisation as a problem to an opportunity for more effective communications is where Jon believes digital truly can unlock more human conversations.
Find out how technology can help make your comms more effective.