4 ways social media has reshaped the PR industry
With the dominating rise of social media, the public relations industry has been forced to update the norms of communicating.
Social media management is an essential part of modern public relations practice. From developing an online presence for a brand to working with influencers, PR professionals need to be savvy users of social media.
Here are four ways that social media has reshaped the PR industry from the public relations experts at Adoni Media.
1. The 24/7 news cycle
The instantaneous nature of social media means news spreads very quickly, with a far reach. The public no longer relies on tomorrow’s newspaper or the next news broadcast to be updated with the latest stories. Anybody with access to social media can instantly share and consume a breaking news story, no matter the time the story breaks. While this is great for delivering positive messages to the public, PR professionals are now required to constantly monitor and manage any negative stories that may be shared about the brand they represent and seek opportunities for comment.
2. Managing a brand’s online presence
Social media allows brands to have a strong presence in the online world. Increased online presence means there is a larger audience watching a brand’s every move, whether that be through the sharing of content or direct engagement with the public. This means PR professionals need to ensure all brand messages contribute towards a positive reputation. It is important for brands to have a crisis communication plan in place to effectively respond to negative reactions on social media and implement measures to rebuild the brand’s reputation.
3. The emergence of influencers
One of the greatest new PR tools to come out of social media is influencers. Influencers are people with a strong reputation for their knowledge on a subject or are known for their individual brand. Their social media profiles are centred around this topic and attract (usually large) engaged audiences. These influencers are often responsible for creating new trends, making them perfect for brands to partner with. Influencers monetise their social media profiles by working with brands, and their PR representatives, to promote products and services to their audiences.
4. Increased access to journalists
PR professionals can easily source and contact journalists using social media. By following a large variety of journalists across different social media sites, PR professionals can be constantly kept up to date with different journalists’ topics of interest, publication outlets, opinions, and level of influence. Social media can also work as a tool to easily initiate and maintain a positive relationship between a journalist and a PR professional.
4 ways social media has reshaped the PR industry
With the dominating rise of social media, the public relations industry has been forced to update the norms of communicating.
Social media management is an essential part of modern public relations practice. From developing an online presence for a brand to working with influencers, PR professionals need to be savvy users of social media.
Here are four ways that social media has reshaped the PR industry from the public relations experts at Adoni Media.
1. The 24/7 news cycle
The instantaneous nature of social media means news spreads very quickly, with a far reach. The public no longer relies on tomorrow’s newspaper or the next news broadcast to be updated with the latest stories. Anybody with access to social media can instantly share and consume a breaking news story, no matter the time the story breaks. While this is great for delivering positive messages to the public, PR professionals are now required to constantly monitor and manage any negative stories that may be shared about the brand they represent and seek opportunities for comment.
2. Managing a brand’s online presence
Social media allows brands to have a strong presence in the online world. Increased online presence means there is a larger audience watching a brand’s every move, whether that be through the sharing of content or direct engagement with the public. This means PR professionals need to ensure all brand messages contribute towards a positive reputation. It is important for brands to have a crisis communication plan in place to effectively respond to negative reactions on social media and implement measures to rebuild the brand’s reputation.
3. The emergence of influencers
One of the greatest new PR tools to come out of social media is influencers. Influencers are people with a strong reputation for their knowledge on a subject or are known for their individual brand. Their social media profiles are centred around this topic and attract (usually large) engaged audiences. These influencers are often responsible for creating new trends, making them perfect for brands to partner with. Influencers monetise their social media profiles by working with brands, and their PR representatives, to promote products and services to their audiences.
4. Increased access to journalists
PR professionals can easily source and contact journalists using social media. By following a large variety of journalists across different social media sites, PR professionals can be constantly kept up to date with different journalists’ topics of interest, publication outlets, opinions, and level of influence. Social media can also work as a tool to easily initiate and maintain a positive relationship between a journalist and a PR professional.
