Social Media is a Game Changer for PR
Traditional public relations were all about sending the appropriate message to the right people at the right time with a single message conveyed through mass media (press, TV, radio). Because of the present multi-channel, multi-device digital ecosystem, online communications must now be far more flexible and adaptable. There has never been a better moment to raise your brand/online company’s recognition, but client connections must be managed carefully, preferably by a specialized social media staff.
It’s arguable if a company’s image is more influenced by the general public (consumers). On the one hand, it could be argued that the consumer has more power and influence. For example, Pret opened a pop-up vegan restaurant, which was influenced by the large (growing) vegan food movement (in the general public), and Pret then changed the menu to more vegan-friendly offerings; similarly, Starbucks was influenced by consumer opinions/views to move away from basic coffee offerings and toward more artisan coffee offerings. Because brand reputation is (to some extent) influential in influencing consumer opinion and behaviour, it is critical to cultivating/nurturing customer connections online.
Unethical companies, such as Canada Geese and Starbucks, will be penalized and humiliated. Rolex watches, for example, are considered status symbols and aspirational lifestyle products. Lush is a handcrafted cosmetics brand that is vegan and not tested on animals, and it has become a huge movement. Cars like the Jaguar, Porsche, and Ferrari are famous and serve as a huge prestige symbol for anyone who possesses them. Social media influencers/bloggers gain influence over time, which necessitates time and effort in terms of electronic public relations. Pew De Pie lost funding due to ill-advised anti-Semitic and child pornographic remarks.
Blockbuster Video did not keep up with the trends quickly enough, and it was surpassed by Netflix, which is now out of business. TripAdvisor has a significant impact on a company’s image since consumer ratings and reviews may quickly improve or destroy a company’s reputation. The more enthusiastic and engaged you are about discussing and speaking about a firm, the more likely you are to have mental representations of the company, to recall good and bad acts, and to express satisfaction and dissatisfaction with services and products.
It is far from clear-cut when it comes to corporate impressions, and the findings are varied, demonstrating that even if a firm has a high image, it might be remembered for terrible things. For worthwhile outcomes, online PR must be well planned and coordinated. Many studies’ findings suggest that public relations initiatives have a stronger academic and experimental link with associations than withstanding/status. Many professionals recommend that public relations professionals focus their efforts on affiliations as a measure of the value, significance, and success of their activities. The traditional practice of making preset remarks after acts are completed would have only a little impact on both status and affiliations. Many professionals are concerned about the function of public relations in the contemporary digital world, which has seen a boom in the use of social media.
There are advantages and disadvantages to utilizing social media in public relations, but it is critical to evolve with the changes, and we must think both internally and externally while employing social media in public relations.
The rising sophistication and improvement in tools and approaches have decreased expense for storing and preparing goods of use, as well as making the account/record of person-to-person dialogues and commercial dealings simpler for online search engines to locate. Social media has shrunk the world’s vastness by removing communication obstacles and facilitating contact between distant locations. I believe that businesses should be on social media.
Public relations cannot thrive unless it has the trust of those who believe in and approve of us. I believe that public relations must develop and adapt while being ethical. Interaction/associations should be at the heart/core of public relations. Ignore social media as a company/organization at your risk — get in and participate! Views and opinions on the internet have never been more prevalent, influential, or powerful, and there is even a whole field of research dedicated to studying this precisely on the internet. Unlike conventional PR, e-PR needs a significant amount of time and work, rather than a single large spend of funds. Many people feel that social media should be regularly monitored and checked for any thoughts and ideas.
Finally, there will always be a need for public relations to be about marketing a company’s products and services; yet, for longevity, this must be combined with building genuine customer ties (online via social media for example).