How Social Media is transforming the Public Relations Industry.

“In the age of a digital world, when a business does not have a strong online presence, in the eyes of the customer, the business does not exist.”
– (Taiminen, H, Karjaluoto, H, 2015)

With 3.7 Billion internet users around the world and 2.7 Billion active social media users it’s hard to deny that the future is digital (Kemp, S 2017). The days of media kits and faxing through press releases are gone. Recent studies have shown that internet users are now spending an average of 2 hours and 22 minutes per day on social networking and messaging platforms (Salim, S, 2019), and with people spending increased amount of time on mobile devices it is doubtful that this trend will ever be reversed. Public relations focuses on building and maintaining relationships between clients and their target publics, similarly, social media plays a vital role in connecting and engaging with people. This essay will address how utilising social media in collaboration with traditional PR tactics will help PR practitioners manage crises, open a two-way communication channel, expand their reach and help them stay on top of social opinions, threats, and trends.

With news available at the click of a button, the demand for immediate, real-time information is increasing. Utilising traditional PR and social media collaboratively enables PR professionals to direct their message to targeted publics at any time, anywhere in the world. Social media is one of the first places the public looks to in times of crisis. The immediacy of social media gives PR officers the chance to intervene and implement damage control when necessary (McLean, H, Power, H, 2005). PR professionals can use their platforms to create and publish an instant response and to direct the public to other channels for further information (Boitnott, J, 2017). With 84% of people trusting online reviews as much as personal recommendations, it is vital for PR professionals to be active on their social platforms and respond quickly to any concerns the public may have (Bloem, C 2017). The sooner one responds to a crisis, the sooner they regain control (Agnes, M, 2012 & Mulvey, J, 2018)

Traditional PR utilised a one-way communication model through the use of media releases and media alerts. PR Professionals can now use platforms such as Facebook, Twitter and Instagram that enable a two-way communication channel between the client and the follower to send their key messages to their target public through using traditional PR tactics. Using these platforms cuts through the noise, i.e. misinterpretations of your message by a third party (journalists and media) and allows PR professionals to take control. This enables PR professionals (sender) to directly communicate with their target publics (receiver) whilst gaining insight into how their client is being perceived (feedback), enabling them to alter their communication strategy when necessary.

Social media gives users the choice to either follow or unfollow a brand. This application implies that all followers of a client are doing so because they are interested in something the client offers, this makes them active receivers. Thanks to hashtags, word can travel fast and can reach a much wider audience via social media compared to traditional forums. PR professionals can use Instagram and Twitter to announce awards, product launches, and company updates (Tench, R, & Yeomans, L 2013). Through creating intriguing short snippets and links, PR professionals have the ability to captivate passive receivers attention and convert them into active receivers, resulting in a larger following

Boitnott, J, 2017). Content creation also gives PR professionals the ability to persuade and convince their client’s target public(s) of key messages through the utilisation of Aristotle’s tools of rhetoric by appealing to their emotion (pathos), logic (logos) and character (ethos) (Lawson-Tancred, H, Aristotle, 1992).

Social media is a cost-effective approach that has the ability to dramatically increase brand awareness and engagement. The ability to interlink social media accounts through using online mediums such as blogs, media releases, and event announcements drives traffic to a brands various channels and targets multiple audiences (Coyle, R 2019). Being the direct source of news raises a clients profile, increases credibility as a PR expert and increases SEO (DeFleur, Margaret, Kearney, P, Plax, T & DeFleur, Melvin 2014 & Lawson-Tancred, H, Aristotle, 1992).

The rise in social media has caused a need among users for genuine, human-like content. In these digital days, where chatbots and automatic responses are more common than real human-to-human conversations, people seek genuine communication more than ever (Social Report, 2019). PR practitioners are able to connect with their audiences on a more authentic level by inviting conversation, interaction, and feedback on their platforms. Instagram for instance, gives brands the ability to create a consistent image and persona. It can be used to show followers behind the scenes footage through using live/real-time video which appeals to followers desire for transparent relations (Livingstone, S & Brake, D, 2009). Taking an authentic approach to content makes followers feel like they are part of a team, part of your client’s journey which makes them be more forgiving in times of crisis.

Social listening deepens PR professionals understanding on what’s currently trending and what will develop into a trend. By staying up-to-date on newsworthy topics, they are able to proactively address and prepare for online threats in a hope to prevent potential crises. Journalists often look to social media to find the public’s opinion on certain topics. PR professionals can join the conversation and use this online space in an attempt to influence journalists to present a certain angle in their work. Even if the story they want doesn’t end up published, their social media can act as a tool to keep their desired angle in the public eye (Boitnott, J, 2017 & Combining PR, and social media: the key to success, 2019).

Current trends taking over social media include influencer marketing. Whether they be micro or macro influencers, they have dedicated and trusting followings that brands can collaborate with to promote their products/services. PR professionals can use this space by creating a mutually beneficial relationship between a brand and influencer that will increase awareness for their client and protect their reputation.

Social media provides public relations officers with the opportunity to expand their reach by opening two-way communication channels with their target audience, allowing the conversation to be continuously monitored. This gives PR professionals the feedback they need to improve their practice. By utilising both social media and traditional PR tactics, PR practitioners are able to successfully manage crises and stay ahead of social opinions, threats, and trends. Social media complements public relations practice and has the ability to transform the industry.

Reference List

Agnes, M, 2012, How Soon Should You Respond to a Social Media Crisis?, weblog, 2 May, viewed 10 May 2019, <https://melissaagnes.com/how-soon-should-you-respond-to-a-social-media-crisis/>.

Bloem, C 2017, Four simple ways to proactively manage online reviews, weblog, 31 July, viewed 12 May 2019, <https://www.inc.com/craig-bloem/84-percent-of-people-trust-online-reviews-as-much-.html>.

Boitnott, J 2017, 5 Ways You Should Be Using Social Media as Your Top PR Platform, weblog, 7 July, viewed 12 May 2019, < https://www.inc.com/john-boitnott/bhow-social-media-is-now-your-primary-public-rel.html >.

Combining PR and social media: the key to success, 2019, viewed 14 May 2019,<https://publicrelationssydney.com.au/combining-pr-and-social-media-the-key-to-success/>.

Coyle, R 2019, The importance of social media, viewed 12 May 2019, <https://hardenpartners.com/the-importance-of-social-media/>.

DeFleur, Margaret, Kearney, P, Plax, T & DeFleur, Melvin 2014, Fundamentals of Human Communication, Social Science in Everyday Life,4 edn, McGraw-Hill Companies, New York, America.

Kemp, S 2017, Digital in 2017: Global Overview, weblog, 24 January, viewed 10 May 2019, <https://wearesocial.com/special-reports/digital-in-2017-global-overview>.

Lawson-Tancred, H, Aristotle, 1992, The Art of Persuasion, 1 edn, Penguin Books Ltd, London, United Kingdom.

Livingstone, S & Brake, D, 2009, On the Rapid Rise of Social Networking Sites: New Findings and Policy Implications, viewed 15 May 2019, <https://onlinelibrary.wiley.com/doi/abs/10.1111/j.1099-0860.2009.00243.x>.

McLean, H, Power, H, 2005, Crisis Command: Strategies for Managing Corporate Crises, viewed 10 May 2019, <https://www.ark-group.com/sites/default/files/product-key-contents/crisiscommandTOC.pdf.pdf>.

Mulvey, J 2018, Social media in 2020: 11 Data Backed Predictions, weblog, 10 April, viewed 10 May 2019, <https://blog.hootsuite.com/social-media-2020/>.

One way communication model, n.d., image, viewed 9 May 2019, <https://www.slideserve.com/penelope-newton/chapter-5-the-communication-process>.

Public Relations and Social Media, n.d., image, viewed 14 May 2019, <http://www.authorstream.com/Presentation/slidea-571544-public-relations-and-social-media/>.

Salim, S, 2019, How much time do you spend on social media? Research says 142 minutes per day, weblog 4 January, viewed 10 May 2019, <https://www.digitalinformationworld.com/2019/01/how-much-time-do-people-spend-social-media-infographic.html>.

Social Report, 2019, 7 Digital Marketing Trends That Will Own 2019, weblog, 26 March, viewed 9 May 2019, <https://www.socialreport.com/insights/article/360000663006-7-Digital-Marketing-Trends-That-Will-Own-2019>.

Taiminen, H, Karjaluoto, H, 2015, The usage of digital marketing channels in SMEs, Vol. 22 Issue: 4, pp.633-651, Journal of Small Business and Enterprise Development, <https://doi.org/10.1108/JSBED-05-2013-0073 >.

Tench, R, & Yeomans, L 2013, Exploring Public Relations, 3 edn, Pearson Education Limited, chapter 8, p. 144-162, viewed 10 May 2019, <https://nscpolteksby.ac.id/ebook/files/Ebook/Business%20Administration/Exploring%20Public%20Relations%20(2006)/10.%20Part%202%20Chapter%208%20-%20Public%20relations%20theories%20an%20applied%20overview.pdf>.

Two way communication model, n.d., image, viewed 9 May 2019, <http://bconsi.blogspot.com/2013/02/what-is-two-way-communication-in-business.html >.