Social Media: the new channels for Public Relations
Press Releases, emails e follow up? When we talk about communication, there are certain essential elements that can never be overlooked. However, like everything else, the field is evolving and adapting to the technological landscape. Contrary to what one might think, it is not obsolete, and its importance is only set to grow.
Whereas the traditional approach used to involve sending Press Releases and monitor its progress by reaching out to the media; what the future shows us is that the communication strategy needs to adapt and incorporate new information channels. So, what’s next?
To adapt to the digital age, public relations professionals are turning to new channels, primarily social media. Despite the Facebook, Twitter e LinkedIn if they establish themselves as the major platforms used by companies to access and share information, the Instagram, Google+, YouTube and additional resources such as the ing.It, Topsy, Banjo, Tango and Vimeo They, too, are gaining their fair share of attention. Social media is having a significant impact on businesses, and several studies show that it has even become their primary communication channel—which comes as no surprise to us.
Social media is providing more empower public relations, that's true. They are opening up new possibilities and facilitating progress. It is through them that we can publish more content and reach diverse audiences more quickly. They allow for more personal and direct contact, which ultimately facilitates the transmission of information and the achievement of results.
However, we must not forget that these new digital platforms are merely a complement to public relations activities and not their primary channel or a substitute for traditional tools. As we noted at the beginning, communication is not obsolete; it is simply trying to find its place in the face of technological challenges and to incorporate a new digital dimension.
In short, social media is a complement, not a substitute—just as TV didn’t replace radio, and radio didn’t destroy newspapers. It’s all a matter of adaptation. Social media has breathed new life into PR, and PR professionals just need to know how to make the most of this advantage—just like the rest of us, right?