As 2022 Budget Planning Beckons, Consider PR Tools’ Pros and Cons

Communication technology is exploding. Investors are pouring millions into companies that provide platforms, tools and automation for PR pros. PR software spending grew 7.5 percent in 2020, topping $5 billion, a new analysis shows.

With so many software choices and cascades of data, the question changes from ‘Which platform(s) do I buy?’ to ‘How do I manage the tool(s) and interpret the data?’

Communicators eventually find themselves bumping up against the limitations of what technology alone can do. In response, tools are neglected and investment is wasted.

New tools emerge, yet they offer few advantages over existing models. So, it’s not a matter of changing tools, it’s about getting the most out of what you own already.

Buyers face the reality that tools for PR are not push-button solutions. High-level AI hasn’t arrived.