Social Media is transforming PR practice in many ways – Experts
At its core, Public Relations aim to build and maintain relationships between an organisation and its various stakeholders. Due to advancements in technology, changes in media consumption habits, and shifts in societal values, PR is an ever-evolving field. As such, it is vital for PR professionals to be able to navigate the dynamic digital landscape in order to effectively communicate with their target audiences.
However, social media has forever changed the avenues of communication for public relations professionals as it has created a seamless flow of communication between an organization and its stakeholders. It now enables organizations to fulfill their communication objectives in a more effective manner. The constant flow of messages has enhanced knowledge and relationships, and this helps in shaping the attitude of people towards PR activities.
In response to MARKETING EDGE inquiry on ways which social media is transforming PR practice, Akonte Ekine, lead strategist of Absolute PR, stated that it is a total transformation. He said that, in every aspect of the practice, social media has caused a very positive change by empowering all stakeholders in every conversation and engagement.
“Fortunately, it has enhanced the one unique thing about PR as a two-way communication. It is a beautiful development to the industry across the globe. Extremely very strong, we live online and take everything within the space, so we must consistently be within that space for relevance.”
On his part, Samuel O. Adeyemi, lead strategist media DNA, affirmed that social media has significantly transformed PR practices by providing new channels for communication, engagement, and information dissemination. He noted that PR professionals now have direct access to a global audience, enabling real-time interaction and feedback.
“Social media platforms serve as powerful tools for building and managing brand reputation, crisis communication, and fostering relationships with stakeholders. The immediacy of social media requires PR practitioners to be agile and responsive, addressing issues quickly to maintain a positive online presence.”
“The importance of a strong online presence cannot be overstated in today’s digital age. It allows organizations to control their narrative, engage with their audience, and showcase transparency. A well-managed online presence enhances brand credibility and helps shape public perception. A strong online presence will also help to promote your products and services,” he mentioned.
As the dynamic field of Public Relations continues to evolve, the transformative influence of social media remains indisputable. In navigating the digital landscape, PR professionals find themselves at the intersection of technology, communication, and stakeholder engagement. The era of constant connectivity ushers in a two-way communication paradigm, empowering stakeholders and amplifying the importance of a consistent online presence.
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