More than half of the worldwide population uses the internet, and nearly half uses social media. Because of that, it’s no surprise that public relations has undergone some significant changes over the previous decade. Now, PR and marketing focus more on online activities because they create new opportunities for brands. Let’s take a look at the three major ways that social media has changed PR.
PR: Then and Now
PR has a fairly new history, only dating back to the 1870s when P.T. Barnum promoted his Greatest Show on Earth using mass media. From there, traditional PR formed in the early 1900s to support transparent communication between businesses and consumers.
Since then, PR has been an essential tool for brand growth and is still relevant now. However, there are some differences in how PR works because of advances in internet technology. Its purpose is still to maintain brand image, but now companies also use digital marketing platforms and social media networks to manage those efforts. These changes have had powerful effects on the PR industry.
- Media Outlets Aren’t the Only Sources of Information
Newspapers, magazines, and other traditional forms of media are no longer the only ways to share information. Social media has allowed ordinary people to sort of become journalists because they can share content and their opinions.
Along with pitching stories to reporters and using traditional media, companies can hire influencers to promote their services and products to audiences. The influencers can be bloggers, spokespeople, experts, and vloggers, who create video blogs. Brands can create impactful campaigns with these creative collaborations.
- Brands Communicate with Consumers
Traditional PR is a one-way communication to consumers about products, services, or other announcements. With social media, brands have the opportunity to reach and engage with new and existing customers in a variety of ways. For instance, they can post videos on YouTube or photos on Facebook and Twitter, and respond to comments.
These channels allow for two-way communication and quick, effective crisis management. By actively engaging with consumers, brands can build deeper, more personal relationships with them. As a result, the brands build trust and good reputations that boost the bottom line.
- The Line Between PR and Marketing Has Blurred
The blurred distinction between PR and marketing might be the most significant change over the past ten years. PR has always dealt with brand image and media relations, while marketing only focused on advertising. Now, though, social media is also used for promoting products and services, releasing brand announcements, advertising, and engaging with customers. As a result, there’s a big overlap between PR and marketing.
Utilize Social Media to Benefit Your Brand
Avoiding social media could be a huge crutch for your brand. However, using it to your benefit can be a challenge. To avoid mistakes as much as possible, hiring a PR company is a good investment. GYC Vegas is a public relations agency Las Vegas that brands entrust to maintain their image and plan successful PR campaigns.