Is social media making things easier for PR experts or vice versa?

In the recent past, tools that used to drive the PR industry were newspapers, TV and radio. If we consider the journey of the PR industry from then to now, there has been a drastic transformation and this is all because of the grand entry of Social media which has made a huge impact on the entire world. The change has come not only in the way information is delivered, but in the overall scenario of the industry.

The main element which has changed the whole scenario is the ability of people to communicate in real-time irrespective of their locations. Earlier, brands could come in touch with their audience only through press-releases and traditional form of media in which there was no certainty of coverage on an immediate basis. But, things have really changed since social media has come into existence. PR professionals can now deliver anything at any point of time by using different forms of social media like Facebook, Instagram, Twitter and Linkedin.

How to manage crisis like they never occurred ?

But don’t forget that this has given the ability to express to literally everybody. So not everything that will be conveyed on social media will be authentic. Along with convenience, emergence of social media is also an alarming factor for the PR experts of all companies as they need to be hyper active and mindful in order to maintain a decent image of their brand.

Most PR experts in today’s time stay up to date on the social media platforms 24/7 which makes it conducive for them to beware of potential crisis at the early stage of their emergence.

How many ways were there to get this issue resolved ?

The trend of influencer marketing has emerged as a new way to influence audiences. Giving wider reach through those who have the highest reach, followers and respect on social media ultimately more likely to attract the maximum number of people through their activities. This has been significantly accepted and adopted by the PR experts of all significant brands

How they handled the crisis was exceptionally smart !

One more advantage of the innovation in the form of social media is the readable statistics and analytics which are provided by almost all social media platforms so that the users can study their real time performance and growth in the long run. This makes it easier for PR experts to plan and strategize in the best possible way.

In addition to this, with the advantages that social media has brought to the PR industry, some challenges have also emerged like ability of real time articulation for everybody means anything can come into notice at any point of time and the experts need to be ready and receptive to respond in a conducive manner. Social media crisis can also emerge at any point in time making it necessary for PR experts to always stay ready with the knowledge of crisis management and strategic communication.

Conclusion

In conclusion, the overall essence of all this is that there is a duality associated with every form of innovation and that is the case with the emergence of social media in the PR industry too. Therefore , mindful and responsible operations will be the key to excel moving along with the advancements in the industry.