Social Media Role In Public Relations

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Social media is taking over the traditional media these days. Publics are relying more on social media these days instead of traditional media, therefore Public Relations (PR) practitioners has to change their strategy to reach out the to different publics. An example of a platform is through blogging and vlogging. Having to follow a blog means that the public constantly reads posts that are updated regularly by an individual. The person who is posting information will have to post information that are of interest to the public such that the target audience will be interested to read more and continue supporting the blog. As for vlogging, it works the same as a blog, except that everything is in a video form. It also has to be enticing to be able to capture the attention of the target group, usually who has a short attention span.
Any individual can be a PR officer. There are a lot of definitions of a PR officer; out of which can be to raise the awareness and identity of the product (Culbertson & Ch'en, 1996), regardless whether is it a service or a physical product. Since PR is all about maintaining a good relationship based on communications and understanding between the public and the organizations, it also serves the need to present something that is of interest to the public. (Theaker & Yaxley, 2012) Therefore, it is important the PR person is someone of importance or of creditability so that the public will be enticed to the information being presented. They will also have to be fast enough to keep up with the so ever impatient public, that include reporters, (Breakenridge & DeLoughry, 2013) to provide first hand information so as to please the different target public. Therefore, it is important to keep with the pace, so th...

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...y if the situation is going overboard.
In conclusion, with the ever-changing use of technologies, PR officers must also change their way of reaching out the public in terms of up selling of products or to resolve and prevent crisis management. Of course, although some effort to be put in before seeing some effect such as sponsoring various bloggers so that they can give good reviews to the product they have used it. Also, it would be good if issues could be addressed before a crisis happen and this would require time and effort to analyze which area do crisis most happens. As much as two-way symmetrical communication in important, the situation also has to be observed and treated with care accordingly. With the help of vloggers, this would unconsciously assist in educating the public on what is the correct thing to do, saving some trouble for the PR practioners.

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