Why Public Relations is More Important Today Than Ever

Posted on August 26, 2017

The crux of public relations is no longer media placements and press releases. While newspapers, television, and radio broadcasts used to be the most important and relevant forms of mass publicity, this is no longer the case. Today, the power of media no longer lies solely within the hands of reporters, columnists, or radio announcers. The power of media has shifted into the hands of the public.

With the rising popularity of social media outlets such as Facebook, Twitter, Instagram, and Snapchat, nearly anyone can spread news, opinions, and information to thousands of people instantaneously. This phenomenon has made the job of PR professionals more challenging, yet exponentially more important. In today’s age of rapid mass-communication, both fans as well as critics of brands can quickly and easily spread their opinions to a potentially unlimited number of people. This is a double-edged sword for brands. The existence of social networks has given rise to limitless marketing opportunities yet also presents the risk of creating serious crisis situations. This is where public relations professionals can help.

A skilled public relations agency will be able to carefully and effectively develop a strong social media strategy, manage the organization’s presence across these networks, and monitor public perception and conversation about the brand. This is a duty not to be taken lightly- improper utilization of social networks can lead to a vast number of problems for businesses and sometimes even lead to an organization’s downfall. Make no mistake however- being present across social networks is critical for success in today’s competitive business environment. If your organization is not present on important social networks, you will certainly fall behind the competition. Just remember to work with an experienced and credible team when venturing forward into the world of social media, and your brand will reap the benefits of limitless marketing possibilities.