How to Evaluate Emerging Technologies

Undergrad students often ask my thoughts on pursuing a master’s degree. I am all for investing in education, but I generally recommend that aspiring professionals pursue their master’s after a few years of work experience. (I’ve seen too many overeducated but underexperienced graduates be passed over for entry-level jobs.)

A master’s can be valuable if it fills in any professional gaps or helps someone advance to the next level in their career. I initially pursued my Master of Arts in Communication in 2007 because it offered an emphasis on “new media.” 

When I started that degree plan, new media referred to emerging digital media, such as utilizing social media for business. The rapid digitalization of traditional media must have made it hard to find instructors for these new classes.

The emphasis path didn’t materialize during the two years I was in the program. Instead, timeless principles of communication dominated the course offerings, so we added in discussions on applying those principles in new media. 

Today, the popular topic of emerging tech reminds me of that degree experience. Industry likes to focus on what’s new, yet pros still benefit from mastering the fundamentals of their practice.

For this issue, I interviewed April Orci, a multimedia engineer and broadcast producer with experience spanning Forbes 100 companies and community-centered nonprofits, to learn how she approaches emerging technologies. 

_{You started your career managing on-site broadcasts — the original place of going live. What did that work teach you?}

Live broadcasting teaches you humility fast. I like to think about it like the original “no undo button.” It taught me resilience, precision, and the discipline of preparation - every setup needs a backup, and every backup needs a backup. In PR, that mindset translates directly to crisis response, reputation management, and being steady when the pressure is high.

_{What constitutes emerging tech in 2026?} 

In 2026, emerging tech is less about shiny tools and more about applied intelligence. AI copilots for content development, predictive analytics for audience behavior, synthetic media detection, and real-time sentiment mapping. 

PR professionals should be monitoring AI governance, social search optimization, first-party data strategy, and the integration of automation into workflow systems. The advantage now isn’t just speed; I believe it’s strategic discernment and ethical implementation. 

_{What best practices should we follow regarding technology?} 

I firmly believe that technology should always support strategy, not replace it. Organizations often miss the mark when they adopt tools without defining outcomes, governance standards, or internal training plans. 

The best practice is simple: Align tech decisions with measurable communication goals, build ethical guardrails early (especially around AI), and invest in team fluency, not just licenses. 

_{How do you introduce a technology to people who may be intimidated by it?} 

My first step is to master the technology myself — you can’t build confidence if you’re unsure. Then I translate the tool into outcomes: how it saves time, improves results, or reduces friction for that specific department. I always pair rollout with practical training: short videos, clear “how-to” guides, and space for questions. Adoptions should be about trust, not just instruction.

_{What kind of cultural practices do you see in your work?}

As someone who has worked across corporate and nonprofit spaces — and across languages — I see how culture shapes communication speed, hierarchy and risk tolerance. 

Some teams move fast and like to experiment; others prioritize consensus and relationship-building. Understanding those dynamics is critical when implementing technology or managing messaging, because adoption is cultural before it is technical.

_{How can pros evaluate what technology is worth investing time and money in?}

If a tool doesn’t improve clarity, efficiency,or measurable impact, it’s probably noise. I recommend evaluating technology through three filters: Does it solve a recurring problem? Does it integrate with existing systems? And does it have governance and scalability built in? 

Trends fade, but infrastructure-level tools that strengthen analytics, workflow and credibility tend to have staying power.