The rise in innovative technology has had a lasting impact on the professional lives of people all over the world. Technology has reached every career path and created a need for more training to make someone employable. Changes in technology have had a direct impact on the way public relations professionals do their job and connect with the public.
The rise of social media has changed the way we communicate with each other. It has also changed the way companies advertise to the public. Public relations used to be focused on connecting with investors, shareholders, and business partners (Bates, 2022). Today, public relations professionals are reaching out through social media to build trust in the company and their products, connect with the public, draw in new clientele, and create a conversation with those who follow their social media content. Social media also allows public relations professionals to have a greater reach. Social media allows them to share content published through traditional methods, such as press releases and emails, with a larger group of people faster and easier (Bates, 2022).
Social media requires more finesse than traditional advertising methods. The most successful social media campaigns have created a connection with the public and elicited an emotional response from them that has driven them to share content. Strong emotional connections improve engagement with posts creating one of the most effective ways to boost brand awareness, build trust, and entice consumers to purchase products (Marysville University, 2021). This means public relations professionals need to have a certain level of emotional intelligence. They need the skills to listen to audiences, express empathy, and the skills to tell a story that audiences can connect with (Marysville University, 2021).
While social media has created a new way for public relations professionals to reach larger groups of people it has not come without some difficulties. Public relations professionals, and their management team, must remain aware of any issues that can arise from the use of social media accounts. Consumers tend to air grievances on social media rather than contact a company representative. This can cause issues for brand image if the public relations team is not actively monitoring their social media content and responding to consumers (Marysville University, 2021). Social media campaigns must be proactively managed and public relations professionals need to be prepared to adjust in real time where needed.
Social media has allowed public relations professionals to build brand awareness while creating a positive connection with audiences. However, this new method of advertising has not come without flaws. While also driving the need for public relations professionals to have emotional intelligence skills. Public relations professionals need excellent writing skills, communication skills, and creativity. These skills can be further developed through educational and on the job training. Not only that, but they also need to have multimedia training, so they know how to best utilize video, images, and infographics (University of Southern California, 2022). These professionals also need to develop skills in social media. They will need knowledge of each social media platform, the audiences they will find there, what types of messages best work on each platform, and how to create interactive content that will drive connections with the audience (University of Southern California, 2022).
References
Bates, P. (2022). Why public relations should play a role in your social media marketing. Center for Social Impact Communication. Retrieved December 4, 2022, from https://csic.georgetown.edu/magazine/public-relations-play-role-social-media-marketing/
Marysville University. (2021, April 12). Impact of social media on public relations in times of crisis. Maryville Online. Retrieved December 4, 2022, from https://online.maryville.edu/blog/impact-social-media-public-relations/
Metrony. (2017, June 17). How to Use Social Media For Public Relations [Video]. YouTube.
https://www.youtube.com/watch?v=lO2EOij8Oxs
University of Southern California. (2022, July 20). 7 skills for public relations specialists. USC Online Communication Degree. Retrieved December 4, 2022, from https://communicationmgmt.usc.edu/blog/seven-skills-every-public-relations-specialist-needs/
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