Since the birth of public relations in the early 20th century, press releases have remained a fairly static and constant means for PR professionals to gain publicity for their clients. However, the birth of the internet in the early 90’s and its emergence as a major component of media has had a considerable effect on how public relations practitioners operate. In the last ten years, social media has had the largest impact on how the industry functions. While it is without question that pr professionals need to adapt to our constantly evolving technology, as well as the emergence of the internet as a major form of communication, at what extent will the social media replace the traditional public relations practices of the past? This is the question and focus my blog will develop.
In an economy where the public is now forced to make educated and careful decisions about where they invest their money, it is necessary for public relations professionals to be able to get feedback from the public about their wants and needs. Therefore, pr practitioners need active audience participation and feedback to create a functional access between the clients they are representing and the public. Social media websites like Twitter, Facebook, LinkedIn, and multiple other emerging websites are bridging the gap between the public and companies. Here is a link with an article examining these features in more detail:
http://mashable.com/2010/08/16/pr-social-media-future/
I believe that the human element that social media adds to public relations is the main reason why it has become such a dominant part of the industry. Although there are many dilemmas and issues attached to social media public relations, it is currently the most vital tool for companies to build relationships with their publics. Naturally, social media needs to be a main focus for many public relations practitioners and professionals.
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