In many businesses, but almost certainly in PR, it is impossible to do anything without using software or a device connected to the internet. These software packages and devices need to communicate with each other, which is made possible by using APIs.
You may not be familiar with exactly how they work, but you do need to be aware that you already use them every day, probably without even knowing. This might be in areas like checking audience engagement via views, clicks, and shares on a social media post or a press release on a client’s website.
This is not the only place where APIs can make your business run more smoothly—as they can also help you in other areas by making frequent operations easier or even automating them entirely.
Automating simple processes by getting different applications to talk to each other
You might have some in-house bespoke tools that you use to either create or develop your various campaigns. You can improve your operation even further by getting them to communicate with other applications. Doing this can mean you do not have to run between two different packages each time you need to get a simple task done.
In fact, by using API gateway services, you might even be able to have them communicate to the point where certain processes can be automated. This might include frequent operations like the automatic loading of posts to a website and connecting to a bespoke SEO package to ensure that the article is optimized the second it goes live.
Direct feeds from news channels
Of course, it does not have to go to that extent. You might instead choose to have relevant news from various channels (for instance, media coverage of one of your clients at an awards ceremony) feeding directly to the desired website. According to the preset criteria, this could be either your website or that of your clients. You could create some algorithm, so the right stories go to the right websites—this can save having somebody looking to make sure that the most congruent content is arriving on various platforms on time, and it is much faster too.
Even if you still wish to have the human element involved, you can have the distilled list of articles presented to a member of staff for the final yes or no on how, when and where the articles are posted so that there are no embarrassing incidents.
Final thoughts
You might not think that APIs could help a PR business, but with technology being used in every aspect of modern business life, you will quickly find that they already do. Once you have this knowledge, though, you can find out how they can help you further, by automating tasks to ensure you work faster and more efficiently. This can do much for the reputation of your business, making you stand out ahead of the competition.
