Has the growth of the internet changed the public relations profession? Has the conversion from print media to mobile media changed the ways we share information? There is no doubt that the Internet keeps public relations specialists “in the know.” On a local and global scale, the internet makes information accessible 24/7.
Public relations is the means by which media is used to communicate with audiences and clients. Communication has moved from print media to online media, which challenges public relations specialists to adapt to the nonstop creation and distribution of information. Here are ways in which the practice of public relations has changed because of the Internet:
Dialogue. With the growth and development of social media and the Internet, the conversation and dialogue can continue. Moreover, dialogue generated between users is non-exclusionary. Since everyone can participate in the dialogue, increased participation decreases the effectiveness of social media. However, social media can “amplify” world happenings and can encourage interactions between a client and their consumers.
Management. 24/7 news coverage means 24/7 media generation. In other words, responses to crises can occur in seconds! Social media is dynamic, and is constantly producing news that may have a positive or negative effect on a client’s reputation. So, public relations specialists must become reactionary.
Creativity. The Internet fosters the use of digital creativity. Public relations specialists are challenged to enhance a brand or create an exciting press release in the midst of the Digital Age. A well-done video, photo or in-text graphic can influence the engagement of a consumer with a brand or client.