The field of Public relations (PR) has changed so much since the beginning of social media and it will continue to change as social media keeps evolving. Understanding how much social media has changed the PR profession will help us put together better communication programs that put both parts in a way that intensifies your messages. With that said, I would like to share a few areas of how social media has impacted the world of PR
It used to be that PR was a one-way message program. You put out the information that you hope is relevant and wish that it will reach everybody. With Social media, your target message is transformed into a conversation that just about anyone can start, converting the one-way message into a constant discussion. Social media makes it possible to enter this discussion anywhere, but the discussion cannot be controlled.
The old model of PR is to send a specialized message to a single message source. But in today’s world of social media infused PR model, you target audience is now a community. The main difference now is that with a community of friends, many conversations take place socializing the message.
With social media, your audience is motivated to pay attention to each other making it very powerful. The engagement from the audience boosts your message leading to more shares, and making certain conversations go viral. Engagement, in social media and PR, is a key achievement.
User-generated content in PR groups has always been a point of concern mostly surrounding bloggers and journalists. In today’s social communication platforms, a message could become very potent when there’s an exchange between sources. For instance, the journalist using social media to investigate stories or the stories in a traditional publication gets shared on social platforms.
PR uses many communication programs and social media is just one of them which allow us to interact directly with our customers. Social media also allows us to be to communicate with our consumers and hopefully gain a positive action. And understanding how social platforms have changed the PR world, it can help us make better use of it in our campaigns.