The rapid innovation of mobile and cloud technologies has forever changed the way PR pros work. With all of the productivity apps and capabilities available on my smartphone, sometimes I feel like my iPhone is permanently glued to my hand.
I’ve been contemplating upgrading to the new iPhone 5s, which started me thinking about some of the technologies I used to rely on to get my job done that have been displaced by newer, more powerful tools. Here are three that immediately came to mind:
Then: USB drive. Now: Dropbox.
I know people still use USB drives, but I can’t recall the last time I used one to save or transfer files from one device to another, or to share files with a client or colleague. Back in the day, I would never leave for a business trip without one or two USB drives in my laptop bag. The problem: document version control, maxed out capacity or worse yet, a lost or damaged drive. Now, I rely on Dropbox to store and access files when I’m on the road, or to share files (especially large graphics files) with a vendor or a client.
Then: Computer. Now: Smartphone or tablet.
OK, a smartphone or tablet may not dethrone a computer as my primary computing device anytime soon, but eMarketer estimates that in 2013 time spent on non-voice mobile activities will surpass time spent online on desktop and laptop computers. I know more and more people, especially those who travel a lot, who are abandoning their laptops for a Microsoft Surface Pro or an iPad with an external keyboard. Personally, when I’m away from the office, nine times out of 10, I find myself turning to my iPhone or iPad to check email, surf the Web, or access files rather than firing up my laptop.
Then: Spreadsheets. Now: Smartsheet.
When you need to corral and organize lots of data, such as a press list, most PR pros turn to the familiar interface of a spreadsheet. Since joining Communiqué PR, I’ve discovered Smartsheet, which is essentially a spreadsheet on steroids. Almost everything I used to do in Excel, I now do in Smartsheet. But, where Smartsheet leaves traditional spreadsheets behind are its collaboration features. Smartsheet makes it easy for me to share launch timelines with clients, track the progress of my team’s projects, and email specific line items to colleagues for further follow up. I can even attach files relevant to a project (documents, .JPGs, audio files, etc.) from my computer or from Dropbox. Plus, since Smartsheet is cloud-based, I can access my sheets from any device with an Internet connection. (Full disclosure: our firm represents Smartsheet, but prior to them coming on board as a client, we had long been a Smartsheet customer.)
Another technology that has the potential to shake up a PR pro’s usual routine is Quip, a word processing app built primarily for the mobile platform, but accessible from any device. Unlike a traditional word processing program, Quip allows you to collaborate on documents in real-time with others – no more emailing back and forth or issues with version control. I haven’t used Quip for work yet, but I can see how it has the potential to change the way PR pros create press releases, blog posts and other written documents, and collaborate with stakeholders. Imagine how much more streamlined the review and approval process on your next press release could be.
What are some of the tools and technologies that have gone by the wayside for you?