Public relations is an essential component of any business operation. It involves the sending of messages regarding a brand, be they adverts for new products or crisis communication, and PR activities are only as effective as the mediums through which they are disseminated. The rise of the internet and technologies like email gave public relations a significant communicative advantage, but none could have predicted how essential the dawn of social media would be to shaping the future of public relations. Let’s take a look at social media’s evolving role in public relations, as well as how social media are changing the way those in PR do their jobs.
Social media’s role in public relations
Social media offer public relations professionals communicative capabilities that are critical for the successful maintenance of inter-organisational relationships. Websites like Facebook, Reddit, Twitter and LinkedIn are platforms where brands can broadcast messages to extremely large audiences. Not only are social media sites digital loudhailers, but they are also perfect for facilitating two-way communication between the brand and the public. Much like radio, television and newspapers of the traditional PR era, social media collectively serve as a channel through which public relations messages are shared.