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How has social media changed the PR industry?

Social media platforms play a key role in a business’s marketing strategy due to their flexible and dynamic nature. Due to the wide audience reach social media allows, the use of various platforms have become increasingly popular and essential in the PR industry. This allows PR professionals to stay up-to-date with the current trends and make connections with various influencers.

Today, social media has a direct impact on the daily operations of a PR professional. Here are five ways social media has changed the PR industry:

1. Social media offers a direct approach

PR agencies are able to communicate with large audiences as well as individuals depending on the platform they use. Social media platforms allow consumers to voice their opinions and complaints, either openly for the the public to see or directly to the business. As a result of this enhanced communication, a business can be impacted both positively or negatively and the role of a PR agency has to cover this channel.

2. Social media never sleeps

Social media engagement is happening 24/7. Therefore, consumers can connect with a brand at any given time. This implies that PR agencies need to act promptly and constantly feed fresh information. They also need to be prepared to keep all conversations active through frequent engagement.

3. The demand for digital professionals

The role of a PR professional is progressively growing and expanding. The diversity of technology has opened many opportunities which cannot be ignored. The demand for digital professionals is on the rise, which has opened up a new role for PR agencies. As a result, they need to explore, accept and adopt new technologies in order to stay relevant on the social media front.

4. Relationship between paid and earned media

The arrival of social media has allowed PR agencies to combine paid and earned media in order to achieve exceptional success. Sponsored content and influencer marketing are helping brands have a significant and enduring impact on consumers. As a result, this expands on the variety of total added value.

5. The new meaning of success

Success can now be measured through metrics. This can include the number of likes, retweets or followers your brand has achieved. In most cases, quality will come out on top in comparison to quantity. Don’t let statistics mislead you. Therefore, it’s essential to be certain that your brand’s engagement is from real people and not bots.

By attaining expert knowledge with regards to how certain markets perform, PR pros can build and design strong communication strategies. It’s important that brands take advantage of any social media opportunity which could lead to greater opportunities. Ultimately, a digital professional’s capabilities and engagement skills are important when it comes to social and digital communication.