Communication functions are in a state of upheaval. Communications has fallen behind Sales, Finance or Marketing when it comes to using data to fulfill their core missions. Data-driven communications is the new credo.
The Arthur Page Society has coined the term CommTech for this and even speaks of a new profession forming as a result. There are two basic ideas laid out in CommTech:
- The digitization and networking of all processes in communication along the value chain.
- Structuring communication based on a “stakeholder journey” (analogous to the customer journey as we know it from marketing), whereby communication is aimed at a continuous dialog that takes place on “digital engagement systems”.
CommTech working group
The CommTech working group emerged from the findings brought to light in the European Communications Monitor (ECM 2021). According to the study, almost 90% of the communications managers surveyed in companies and agencies say that digitization of the function is of great or utmost importance; at the same time, almost two-thirds of those surveyed do not feel able to take the necessary steps toward digitization. There are many reasons for this, ranging from a lack of strategy to the obscurity of supporting tools to privacy concerns.
The call to found the CommTech working group has already been answered by over 200 PR practitioners in just a few weeks (as of December 2021). In a survey (link), they provided information about what barriers they see, what topics they would like to see addressed in the WG, and how the WG organizes itself.
Objectives of the working group:
- Create exchange platform for PR practitioners.
- idea of CommTech (mapping the stakeholder journey and dialog with stakeholders to gain “fans”) end up in the profession.
- Best practices from academia and companies and service providers promote broader interest, ensure greater acceptance, and pave the way for forward-looking implementations in practice.
- Promote digitization of PR.
- Increase market transparency.
Mode of operation:
- Participation of PR practitioners in working groups.
- Exchange of information in the AG CommTech team.
- Lectures/Webinars.
- Contributions to professional journals.
- Own publications.
- Performances in congresses/seminars/lectures.
- Events/Seminars/Conferences of the AG.
Steering Committee
The working group’s steering committee consists of experienced PR practitioners who serve as executive sponsors for the five topic clusters (Organization, Technology, Stakeholder Journey, Impact Measurement and Roles, Skills & Leadership). Spokesman of the steering committee is Thomas Mickeleit, member of the scientific advisory board of the IMWF. His representative is Jörg Forthmann, Managing Director of IMWF.
Membership in the AG CommTech is free of charge and without obligation. At the moment, the working group is only open to PR practitioners. Of course, service providers with their expert knowledge are an important part of the solution. At the same time, open exchange is restricted if the (perhaps even) unjustified presumption arises of being exposed to acquisition attempts by service providers.
So far, the CommTech WG has consisted of eight different working groups. In the future, we will work in initiatives that are assigned to five different topic clusters and will be overseen by members of the Steering Committee as Executive Sponsors.
Please indicate in the survey which initiatives you would like to be involved in.
Contact
After confirmation by IMWF, members will receive an access link for the CommTech team. If you have any questions, please contact Thomas Mickeleit.
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