Wikipedia defines public relations (PR) as, “the practice of managing the spread of information between an individual or an organization (such as a business, government agency, or a nonprofit organization) and the public.”
As the use of social media in corporate America becomes mainstream, the job of the public relations professional has transformed to incorporate this important tool into the strategic arsenal. Below are a few of the ways in which social is being used in the PR world.
Sharing press releases or client news
General brand promotion/awareness
Listening to what customers are saying about the brand
Having direct communication with individual customers
Crisis management/immediate public communication
Creating and maintaining relationships with influencers
413 companies (83%) of the Fortune 500 have corporate Twitter accounts with a tweet in the past thirty days. (UMass Dartmouth)
97% of Fortune 500 companies have a corporate presence on LinkedIn, the highest adoption rate of any social media platform. (UMass Dartmouth)
B2B companies that blog generate 67% more leads than those without blogs. (Social Fresh)
Companies most often have dedicated social media staff in marketing (73%), communications/PR (66%) and customer support (40%). (i-SCOOP)
Although social media has changed the way in which PR professionals do their jobs, one thing remains the same: public relations is about communication and no matter the channel being used the message should always be authentic and transparent.