The public relations industry in the Philippines is developing at breakneck speed, and technology will play an essential role in determining how it will develop in the coming years. As the size of the country’s economy continues to grow—economists predict that GDP will go from USD 360 billion in 2020 to USD 810 billion in 2030—businesses are facing more and more competition. With that, it is more important than it has ever been for public relations firms to keep up with the most recent fashions and technologies.


Toteng Tanglao, the Communications Director of one of the most successful public relations firms in the Philippines, Comm&Sense, says it is difficult to remain in denial about how technology is changing and how it will continue to change public relations in the Philippines. With that, our goal was to gain an understanding of the ways in which technology is changing the landscape of public relations in the Philippines. 


According to Tanglao, “The incorporation of digital public relations into a successful public relations campaign is rapidly becoming an essential requirement for doing so. In light of the fact that an ever-increasing number of people are getting their information from online sources, it is essential to have a strong presence on the internet.” In order to communicate with a larger audience, make use of social media channels and other digital platforms in addition to having a website that has been professionally designed.


Technology is having an impact on public relations in the Philippines in a number of different ways, one of which is the application of data and analytics. According to Tanglao, it is more important than it has ever been to have the capability to measure and analyze the success of your campaign. This is because the stakes are higher than they have ever been. We are better able to improve our strategies and make decisions that are based on more accurate information thanks to the fact that technology enables us to monitor metrics and collect data in real time. This includes more conventional metrics like media coverage and website traffic in addition to social media metrics like engagement and reach. There is also consideration given to more traditional metrics, such as website traffic and media coverage.


The application of artificial intelligence is starting to become more widespread in the public relations industry in the Philippines. Tanglao explains, “AI has the potential to assist professionals working in public relations by automating tasks that are repetitive and assisting them in analyzing large amounts of data. Because of this, we are able to focus our attention on activities that are more strategic, such as cultivating relationships with media outlets and producing content that is compelling. Those are just two examples.” Additionally, with the help of this technology, one can better target the appropriate audience and identify the most influential individuals for a campaign.


The manner in which public relations professionals communicate with the audiences they are tasked to serve is also being disrupted by technological advancements. As a result of the proliferation of interactive technologies such as chatbots, professionals in the field of public relations now have access to fresh new ways to communicate with their target audience that are both innovative and engaging. This assists in the formation of relationships while also enhancing one’s comprehension of the target demographic.


In a nutshell, it is essential for public relations firms in the Philippines to remain current with the most recent technologies and trends in order to maintain their position as market leaders and provide the highest level of service that they possibly give to their customers. In order to accomplish this, it is necessary to not only implement digital PR strategies and make use of data and analytics, but also to be open to new technologies such as interactive technologies and artificial intelligence.

There will be a significant effect on the future of PR agencies in the Philippines as a result of the development of new technologies. Public relations companies that are able to stay current with the most recent developments in their industry as well as technological advancements will have a competitive advantage over their peers and will be in a better position to serve their clients.