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Posts Tagged ‘theIRapp’

How Can PR Take Content Distribution Into the Mobile Age?

shutterstock_135797666In the age of the smartphone, using traditional email press releases to reach your target audience can feel a bit like performing brain surgery with a pair of scissors. So how can PR make sure the right message hits the right people at the right time—content and all?

Earlier this year we interviewed PR veteran Jeff Corbin on theIRapp, an application that helps those in charge of investor relations stay in touch with the people who matter most. At this week’s PRSA International Conference in Philadelphia, Corbin unveiled a new version of his product called theCOMMSapp, which he designed to serve the needs of a wider swath of the PR/corporate communications discipline.

Before the event, we had a chance to talk to him about the new product and about the PR industry’s need to go mobile ASAP. In the simplest terms, Corbin says it’s all about taking the message to them rather than making them come to you. Here are some excerpts from our conversation:

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Will Mobile Apps Change the Investor Relations Game?

Investor relations doesn’t get quite as much media attention as some of the more colorful aspects of the PR industry, but IROs (investor relations officers) are extremely important to most firms.

In many places, IR still runs on traditional paper documents–but quite a few organizations have begun using mobile technology to further empower both IROs and invest0rs.

We recently had a chance to speak to Jeff Corbin–an author and PR veteran with 15 years of IR experience whose team created theIRapp to help facilitate IR’s move into the 21st century–about what this development means for the future of the practice.

Why did you feel the need to create this app at this point in time? 

Over the past 15 years I’ve seen how tech has evolved (or not evolved), and the same players have offered the same services for many, many years. All of a sudden there’s something new: mobile as a communications platform didn’t exist the same way six or seven years ago.

Right now all companies need IR sections on their websites, but my professional view is that every company will soon be expected to have an IR app. It’s a whole new platform, not just an extension of the corporate website.

Do you think investors are ready to move toward mobile or are you anticipating a change to come?

If you go to an investor conference, everyone has a mobile device. The tech is already here, and they’re looking for instant gratification. The question: How are they using info from these devices to inform their investment decisions, and how can it be made simpler?

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