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My journey into PR began with an internship, and something about this dynamic industry captivated me. Two countries, six years, and countless clients later, I haven’t looked back. Though my stint in social media was significant, I’ve come to realize the close correlation between PR and social media. Nowadays, you can’t fully leverage one without the other.
In the ever-evolving media landscape, keeping up with current communication trends that blend traditional PR with newer approaches is challenging. The misconception is that PR focuses solely on media relations. Securing a cover story in a reputable daily or an exclusive feature in a luxury publication isn’t the only measure of success. Customers use every online platform to share feedback, making it crucial for PR professionals to harness social media to highlight positives and address concerns.
Public relations success is measured not just by coverage, but by ensuring relevant exposure, offering innovative ideas, and providing crisis management.
Working with a well-known jewelry brand as their social media guru (a title I fondly embraced), I worked round the clock because social media never sleeps. Much of my time was spent drafting press releases, managing media relations, and dealing with negative comments on social media. Immediate action was required for addressing these comments, while also ensuring press content had no negative repercussions.
Traditionally, PR agencies focused on news announcements, whereas social media emphasizes real-time interactions. Gone are the days when press releases were the primary communication tool. Now, social media amplifies PR content with questions like, “Why was this news shared?”, “What does this mean for me?”, or “Did you notice the typo?”
Public relations professionals must have a working knowledge of social media and its impact on brand image. With customers sharing thoughts publicly on various platforms, the PR industry now coexists with the social media realm—thanks to the power of 280 characters or less.