2 research outputs found
Potentials of Internet of Things for effective public relations activities: Are professionals ready?
The research explored public relations professionals’ views on the potentials of adoption of the
Internet of Things (IoT) for their functions. High level of competitiveness in business
engendered by globalization and technological advancement has made relationship-building
sacrosanct to business survival. The advent of Internet-based communication has increased the
sophistication of the target audience of public relations, which requires a matching upgrade of
the technological versatility of practitioners. Decisions on customer satisfaction are increasingly
based on data and the best sources of data are the customers themselves. Consequently, the IoT
offers an unprecedented avenue for data gathering through the “assistance” of customers
themselves. This study, therefore, adopted an online survey to evaluate the views of 100 public relations professionals on their need for IoT, and a t-test was used to analyse the data. The
findings revealed that independent public relations firms or agencies were more likely to adopt
IoT for their activities than in-house departments. It was recommended that public relations
professionals should explore actively the benefits of IoT for advanced operations