Mobile Technology and Public Relations

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Mobile technology has changed the way we get information, as well as consumer behaviors and expectations (Calhoun, 2013). The average attention span is around five minutes down from 12 minutes a decade ago. Users like to “snack” on information rather than process large chunks of text. People depend on mobile technology to connect and share, and the use of mobile devices is expected to grow. It is estimated that two-thirds of all Internet traffic will come from mobile devices by 2016 (Calhoun, 2013). Whether content is consumed on social media sites, blogs or mobile apps, PR professionals are having to change the way they communicate messages. Communicators must work harder to provide content that is palatable for mobile audiences, including using more video and images to tell the story (Calhoun, 2013).

Approximately 55 percent of the U.S. population owns a smartphone (Kaluza, 2013), and a good portion of smartphone and tablet users spend their time using their device while watching TV. This second screening phenomenon can be seen by the conversations taking place on Twitter while popular shows like Scandal or How to Get Away with Murder are airing. In 2013, nonprofit organizations saw a 61 percent increase in mobile traffic, and business-to-consumer websites reported that nearly 30 percent of traffic came from mobile devices (Kaluza, 2013). Almost 51 percent of people share or recommend news from their mobile device, and 70 percent of mobile users say they follow or monitor news using mobile devices (Buyer, 2013). The reality is that mobile devices have become an extension of our arms and brands that that fail to meet the growing demands of mobile users risk the opportunity to connect with their audience.

Mobile public relations is a way for brands to deliver information, news and create proactive publicity (Buyer, 2013). Corporate communicators that embrace mobile technology will create effective campaigns that will be recognized by brand advocates, bloggers, customers and social media influencers. Mobile technology is not just a new shiny object practitioners are talking about. More people continue to purchase and connect through mobile devices, and PR professionals that don’t implement or learn how to manage mobile strategies will be left behind.

References
Buyer, L. (2013, July 9). The mobile #PR hookup: Telling brand stories & optimizing news. Retrieved from: http://searchenginewatch.com/sew/how-to/2280157/the-mobile-pr-hookup-telling-brand-stories-optimizing-news

Calhoun, A. (2013, October 22). Keeping up with mobile: A game-changing strategy. The Public Relations Strategist, 19(3), 10. Retrieved from: http://www.prsa.org/Intelligence/TheStrategist/Articles/view/10396/1084/Keeping_Up_with_Mobile_A_Game_Changing_Strategy#.VPzL5yvF98E

Kaluza, C. (2013, October 22). The explosion of mobile audiences and what it means for public relations. The Public Relations Strategist, 19(3), 6. Retrieved from: http://www.prsa.org/Intelligence/TheStrategist/Articles/view/10395/1084/The_Explosion_of_Mobile_Audiences_and_What_it_Mean#.VPy4QivF98E

Mort Crim Communications Inc. (2014, January 23). Why is visual storytelling important? Retrieved from: https://www.youtube.com/watch?v=n9UNV8LXAVI