Just recently, Danny Whatmough and I were discussing the future of PR tech on our semi-regular podcast “Digital Wake”. I’ve embedded it below (so now’s a good time to catch up…)

Toward the end of our discussion, we agreed there’s a long sprawling tail of agency-shaped businesses that know they could be adapting and upgrading their offering — but just don’t know how.

We must acknowledge that outdated techniques are not just suboptimal for those who deliver them — but bad for us all (not to mention the poor bloody clients.)

It’s with that in mind, that we’ve taken great pleasure working with Prezly and Stephen Waddington to launch a couple of initiatives next week — designed precisely to narrow this divide. In PR, there will be no such thing as the digital haves and have nots. Anyone will be able to find the tools they need — and implement them with smart strategy and advice.

#PRstack

#PRstack is the initiative that started it all — a creation of the indomitable Stephen Waddington, fresh off his year-long CIPR presidential stint. What began as a crowdsourced Google Doc, has quickly grown to over 150 tools for PRs in areas from measurement to management.

Prezly has stepped up to build a simple interface that makes it easy for any PR to find tools fit for purpose and get a short description of key characteristics. The new #PRstack front end is, quite simply, made for you.

PRgeeks.co

But if it was a matter of just finding the tools, this problem would have been solved long ago. In tandem, Prezly has created PRgeeks.co, a resource that guides everyone from novices to masters on putting #PRstack tools straight into practice.

And, just for good measure, it has a ton of useful top 5s as well, including everything from who to follow on Twitter to which regular PRchats will help unlock your inner PR Geek. Check it out.

We’ve got the PRCA on board (since I help run the technology group.) We’ve got the CIPR on board (through @GemGriff) and Stephen Waddington), we’ve got the infamous TechJPR group (formerly UKTJPR) involved. And we’re working on the rest.

This industry will only change if we take action. The breadth of tools and skills needed to understand great communications strategy today is greater than ever. But the ways in which they actually simplify our focus are often underestimated.

These tools and techniques are key to everyone doing a great job in PR. I hope you’ll all support and promote them as much as we plan to at Augur.