ABSTRACT
This chapter considers a technological perspective of public relations (PR) and how practitioners keep ahead of digital developments from a personal and organizational perspective. There are risks and benefits associated with early involvement. Self-efficacy and communities of practice are recommended as ways for individuals to improve their knowledge and skills in social media. The wider implications of technological developments suggest the need for PR practitioners to gain multimedia and specialist competencies and be capable of managing increasingly complex projects and transmedia storytelling. Additionally, automated, embedded and intelligent communication technologies undoubtedly affect PR practice, organizational communications, relationship building and wider society. Further, technology has a notable impact on the way that PR practitioners work and build their careers. These areas are under-researched currently and it is important that public relations practice and academia addresses the tendency for the occupation to be slow in recognizing the benefits and addressing the implications of technological advances.
