The rise of AI software is transforming the work of PR professionals. It’s no longer just journalists who need to understand and share your message—machines do too. From now on, a smart PR strategy must take that into account.

Smart.pr is the leading PR software in the Benelux. One of our very first customers in Belgium was the University of Antwerp. Curious about their experience, we visited Peter De Meyer, their spokesperson. What followed was a lively conversation about public relations, software—and underwear…

Starting PR without a clear plan makes it difficult to build sustainable results. PR is a long-term investment and requires a structured approach. In this article, we’ll guide you through 8 practical steps to create your PR plan.

Sooner or later, every organization faces strategy shifts, reorganizations, or shifting budgets. And all too often, PR is the first to be cut. On the surface, it seems logical: PR doesn’t generate direct revenue like sales or marketing. No press activity, no costs. Right?

Since July 2018, Elke De Ridder has been co-owner of the full-service communications agency All Colors of Communication, together with Kristof De Roeck and Laurens De Lanoeye. The three took over the agency through a management buy-out. Elke is PR Director and brings nearly 20 years of expertise in Public Relations to the table. Since the summer of 2019, she and her team have been working with Smart.pr.