Our Insights
December 3, 2024
The demands on corporate communications teams have intensified and we are now expected to juggle a variety of skills that help leadership teams monitor public sentiment, manage crises in real time, engage diverse stakeholders, and deliver data-driven insights. This evolving landscape has prompted a crucial shift: the most effective teams no longer rely on isolated tools – they’re building interconnected technology stacks that amplify their reach and responsiveness. But what exactly is a “tech stack,” and why should communications professionals care?
Traditionally associated with software development, a tech stack is an ecosystem of technologies that work together to achieve specific goals. For communications teams, it’s the intentional combination of digital tools that enable us to listen, engage, analyse, and respond across multiple channels and stakeholders.
A tech stack is less like a single tool and more like the scaffolding for a complex project. Just as scaffolding connects and supports different layers, a tech stack links various tools into one cohesive, responsive system. Instead of isolated tools addressing one-off tasks, a stack brings structure, allowing each tool to contribute to a broader, strategic communications framework. This approach is crucial in digital spaces, but it’s also becoming just as valuable in traditional areas transitioning to digital, where adaptability and integration are key.
So, why integrate this approach into corporate communications? While individual tools serve specific purposes, a well-constructed tech stack creates a synchronised system that amplifies your team’s capabilities, enhancing everything from real-time crisis response to data-driven strategy. It may be worthwhile considering whether it’s time for your team to assess their own tech stack.
When tools are able to talk to each other, teams work smarter. For instance, when your media monitoring platform integrates with your crisis management system, you can respond to emerging issues faster and more effectively. And having a common dashboard for your content creation process might help to bring social media and PR messaging closer together.
A well-designed tech stack creates a traceable flow of activity. By connecting analytics visualisation tools like Tableau with a social listening platform like Brandwatch, you might, for example, gain illustrative insights across a wide range of communications channels. Or a digital survey platform tied directly to your workflow system means that teams can solve stakeholder concerns in much the same way as a customer service complaint might be handled by a sales team.
As your organisation grows, your tech stack should evolve. Technology changes and it should complement your business operations rather than replace them. Modern stacks can be modular – you can add, remove, or upgrade components without disrupting the entire system. It’s also important to consider which components need to integrate with others.
The shift from viewing communications tools in isolation to understanding them as part of an integrated ‘stack’ isn’t just about terminology – it’s about transforming how we approach modern corporate communications. By thinking like digital specialists, communications professionals can build more efficient, effective, and future-ready solutions to communications challenges.
Whether you’re in investor relations, crisis management, or corporate affairs, your tech stack is becoming as crucial as your communication strategy. The question isn’t whether to build a tech stack, but how to build one that best serves your team’s unique needs and objectives.
Reach out to our digital team at digital@aprio.co.za and let us know about the products your team is using. Your insights will help fellow communications professionals build more effective tech stacks.
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