Blockchain technology is transforming public relations by offering transparency, trust, and content control
Since 2009, when the first bitcoin was created, the word “blockchain” has been widely used in connection with virtual currencies. Many industries, including public relations, are exploring its applications. With the use of blockchain technology, public relations professionals may track media coverage, provide fresh data points to research, and enhance metrics for campaign performance.
To verify whether or not a certain audience member has seen a promotional film or read an article about the brand, public relations teams can employ blockchain technology. The information is organised into “blocks” that can be viewed by anyone.
With this strategy, companies are able to track not just the scope of their headlines’ reach across the internet but also the context in which those headlines are displayed.
Blockchain technology: Future directions for PR
About the same time as blockchain became well-known as the underlying technology behind Bitcoin, the public relations industry emerged. Since then, blockchain technology has advanced to the point that it is now capable of revolutionising the way businesses interact with their suppliers, consumers, and other stakeholders.
It’s possible that some companies have an internal marketing team with experts in both digital and traditional marketing, while others don’t have any resources of this kind at all. At this point in time, there is a requirement for public relations (PR). When it comes to blockchain technology, public relations can be utilised in creative new ways to reach particular populations.
Journalists are struggling to keep up with the influx of pitches they’re receiving from companies using blockchain technology as its popularity grows across several sectors. They are not likely to write about something they do not comprehend, and since most of them do not even know what blockchain is, this is not surprising.
Because of this, businesses that want to get their tales in front of journalists will need to get creative in order to offer their information in a way that will pique people’s interest and win their attention. Blockchain technology itself is not something that can simply be sold like other goods and services.
Even today, traditional media has a significant impact on how consumers perceive a brand and its offerings. In fact, studies have shown that people are more likely to believe print news articles than they are to trust social media advertisements. To keep journalists interested in writing about their company and spreading the word about their products, corporations must foster positive connections with the media.
Combating misinformation or ‘false news’
The use of blockchain technology has the potential to play a significant part in the fight against the spread of false information and the manipulation of the media, two problems that affect businesses of all sizes.
Blockchain technology is inherently transparent and traceable, which enables the real-time capability of tracing the origin of a piece of information and proving its legitimacy. Not only does it foster confidence between PR professionals and the clients they serve, but it also makes it possible to solve issues of crisis management in a timely manner.
Improving the quality control of public relations content
The benefits of using blockchain technology include not only authenticity but also traceability. It is ideally suited for tracking content rights and royalties, managing digital rights, authenticating news, substituting digital signatures, evaluating the accuracy of content, and managing digital rights.
It assists public relations professionals in ensuring that the information they generate for their customers is both secure from hacking and of an outstanding standard.
Conclusion
Blockchain technology is transforming public relations by offering transparency, trust, and content control. It tracks media coverage, verifies engagement, and fights misinformation. It’s a valuable asset for PR professionals to enhance their practices and build trust with the media.
Source: e27
