What do you do if technology fails to help PR professionals meet deadlines?

1 Assess Impact

When technology malfunctions, the first step is to evaluate the situation's severity. Determine how the failure affects your deadlines and which aspects of your PR campaign are most at risk. If an email blast service is down, for example, consider the impact on your communication strategy and any time-sensitive messages that need to go out. By understanding the extent of the disruption, you can prioritize your actions and focus on the most critical tasks first.

2 Communicate Promptly

Communication is key in PR, and that includes times of crisis. If a technological issue is going to delay your work, inform your clients and team members as soon as possible. Be transparent about the problem and its potential impact on deadlines. Offering a revised timeline or alternative solutions can help maintain trust and show that you're proactive in managing the situation. Remember, honesty and clarity can go a long way in preserving professional relationships.

3 Manual Workarounds

When digital tools fail, consider reverting to manual processes. This might mean drafting press releases without the aid of a content management system or tracking media mentions manually if your monitoring software is down. Although these methods are more time-consuming, they can keep your PR efforts moving forward. Be prepared to roll up your sleeves and put in the extra effort to meet your commitments without relying on technology.

4 Leverage Networks

Your professional network can be a lifeline when technology fails. Reach out to colleagues, industry peers, or mentors for advice or assistance. They may offer alternative tools, share resources, or provide support to help you meet your deadlines. Networking is not just for career advancement; it's also a valuable resource for navigating unexpected challenges in your day-to-day PR activities.

5 Plan Contingencies

To mitigate future technology failures, develop a contingency plan. Identify critical points in your PR workflow where technology is essential and outline alternative strategies for those scenarios. This might involve having backup software options, maintaining updated hard copies of key documents, or establishing protocols for manual operations. Being prepared with a Plan B can save you from scrambling when technology lets you down.

6 Stay Calm

Lastly, maintain a level head. Stress can cloud judgment and lead to poor decision-making. Take a deep breath and focus on what you can control. Staying calm under pressure will help you think clearly and act effectively, enabling you to navigate technological challenges with confidence. Your composure will also reassure your team and clients that you're capable of handling the situation professionally.