In the past, people who worked in public relations would appear on TV or radio, release statements in print or more recently, publish online. Social media has interrupted this field, making work both faster and more complicated.
Before digitization, public relations professionals were primarily involved with the community after major changes. They announced new offers, minimised damage to reputation, and reacted to changes in the industry as the face of the organization. With the advent of social media, this job is growing. Now many PR professionals play a much more nuanced role. They are more proactively engaged in reputation management, advising leaders, and identifying potential problems in business relations with the community.
Removing the wall between community members and a brand, social media shortens the time a company has to react to a relevant story or incident, blurring the line between marketing and public relations. Often, the role of public relations and marketing professionals overlap in social media. For help with Cheltenham PR, visit a site like Head On, a leading Cheltenham PR business.
How professional public relations use social media
To identify threats to brand – Listening to what is happening with social media platforms provides a professional the tools to understand public opinion before it becomes a potential problem. They can find and resolve potential internet threats and hopefully prevent any big brand reputation crisis.
React quickly to negative press – Social media is one of the first places people look for a brands reaction to negative claims. Public relations professionals can use the accounts of the company to compile and publish an immediate response and for directing people to other media for more information.