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Set 22, 2022

Use of digital and social media

Public Relations uses digital and social media in many types and formats, but we can summarize some of the more typical ones. These – in addition to being the most prominent – ​​proved to be the most effective. Here are some examples of using digital and social media:

Electronic Newsletters and Digital Publications

The production of printed publications is often expensive, especially when printing in color on quality paper. Also, it takes time, often adding several weeks to production schedules. On the other hand, digital publications are faster and cheaper to produce, and they can also have a greater impact.

As an example, electronic newsletters have become a common form of communication. For employees, communities, customers and other stakeholders, they are often more convenient than physical copies. Likewise, companies can design and distribute reports, brochures and fact sheets as digital documents. In this way, updates and corrections are quick and less expensive compared to printed formats.


Almost all organizations have a website, but they are not necessarily informative or easy to use. This is because the customer experience is usually left solely to the IT department. This is an imperfect practice, because even if the construction of the “back end” of websites – creating databases to store information and programming – is a responsibility of the IT team, it may lack the necessary knowledge to develop a website. user-friendly.

Public relations and communication professionals and companies need to be involved in planning and creating their organizations website. In this way, they can ensure that it is tailored to the needs of their customers. stakeholders and the public. Also, make it affordable and easy to use. Also, the content must be more than just plain text. Websites may involve videos, photographs, sound files (speeches), graphics and even animations to capture attention.

Intranets and Extranets

Additional tools for organizations in the “digital world” are features such as special websites. These have password-restricted access to provide specialized information to internal stakeholders. If these actors are employees, then we are talking about an intranet, if they are external actors – such as distributors or retailers – this is an extranet.

The IT department can only provide the technical infrastructure for these networks, with PR and marketing specialists having a say in user experience.

The organization can rely on marketing, communications and PR to create and update content that is relevant and interesting to the target audience.


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