5 ways social media has revolutionized PR

Social media allows organizations to experiment with a different persona, a fun one conveyed in concise, creative ways, away from long, protracted corporate jargon. This describes why companies, big and small, are all over it. However, as digital technology advances and becomes the pillar of every industry, social media has advanced from a networking tool to a marketing job. Social has become as much necessary as cool for companies embracing smart technology to become, well, smarter.

Below are the some ways that social media has affected and transformed PR:

1. Turnaround time

Digital media has reduced the life span of news stories, compelling journalists to turnaround stories in less time. This in turn has compelled PRs to maintain a pace. Gone are the days of long lunches between reporters and PRs. It’s as much about journalism in real time as it is about pitching. One study revealed that only 8% of the PRs surveyed meet reporters directly. Social media temporarily, is the third most common technique used to contact reporters, after telephone and email, with 30% of PRs choosing for this route.

2. The PR role

Among the PRs surveyed, 82% showed that social media has transformed the work they do to some degree. However, what does this ‘work’ comprise? All that PR used to be about and more. In addition to, pitching stories, writing and issuing press releases and maintaining media relationships, social media has ensured that PRs do their bit in creating the brand’s voice online by way of content sharing and more essentially, managing and guarding the online reputation. As a result, responsibilities like content promotion, media monitoring, publishing, community engagement and measurement have all been added to the PR toolkit.

3. Dependence on media professionals

Social media has given a new measurement to the established love-hate relationship between journalists and flaks. Can they lastly part ways politely due to social media? Far from it, but criticisms have an alternative medium to connect with their audiences if they are given the feared cold shoulder.

The study found approximately half of all respondents said they are less dependent on journalists due to social media and a further 34% of PRs agreed that journalists were no longer as significant to them due to social media.

4. Connecting with the audience

Building on the point above, it is primarily significant to note that PRs still believe that reporters are the most essential channel of communication. The study discovered that the majority of PRs (59%) are contented with their relationship with journalists. Though, 87% of PRs agree (to some extent) that social media has influenced their association with the audience. This also elucidates why public sector and not-for-profit PRs are the most positive about social, as it lets them straightforwardly engage with audiences at a pretty low cost.

To promote your business effectively through social media channels, you can take help of a reputed PR marketing company as good PR media companies know the promotion techniques to market your business efficiently.