Social Media Influence on Public Relations

Written by: Tomo Popovic

Social networks have changed the game of Public Relations in many ways. It has been estimated that 81% of PR professionals cannot imagine doing their job without using social media. Furthermore, social media has become the major intermediary between PR pros and target audience. What is more, brand image of any modern company greatly depends on its presence and reputation on social networks. However, three factors we need to consider in any Public Relations effort are the following:

Multi-way communication; Social media and web 2.0 technologies and tools have enabled PR pros to engage in direct dialogue with their audience. This implies constant interaction and information gathering, which further empowers PR pros to target and reach the audience in much more efficient and effective manner. Additionally, as companies interact more with their audience their posts will be seen and shared by more users. What is more, this greatly enhances brand awareness which is the aim of PR.

24/7 Service; The flow of information is constant and extremely rapid through social media. What is more, single information shared on any major social network can greatly affect company in both positive and negative way. However, negative news is always more influencing and interesting to public and therefore should be recognized and managed in a timely manner by PR pros. Furthermore, audience expects companies to provide real-time service through social media which requires constant PR activities on social networks.

Desire for amusing & unique content; Nowadays, consumers receive enormous amount of information on daily basis and therefore only interesting and original content will draw their attention. As a result, PR pros need to focus on sharing content that is straight to the point and newsworthy in order to reach and keep more audience. Therefore, it is required from PR sector to continuously find and share new information that will appeal to the audience and draw their attention.