According to Mashable, (2014). Public relations (PR) specialists were some of the first people to embrace the power of social media. Often, public relations practitioners are the ones leading the way in the social space, whether they are consulting with clients from an agency point of view or strategizing on an in-house PR team. With the advancement of 24 hour news and the demand from society to be constantly updated, journalists have become dependant on the content generated by public relations professionals. This has amplified controversy as this media kit is then absorbed by the public who then generate their own views and opinions on the issue. However this is balanced by a journalists neutral writing style.
Public relations and marketing is becoming continuously oriented around social media. With growing statistics reinforcing the rise in technology amongst those of all ages, it will continue to be a safe house for agencies, practitioners and just about everyone involved in the link between the public, the media and corporation.
Mashable also gives us an idea of how the growing rise in social media could potentially replace the press release. According to slate.com – Newspaper sales have dropped from 65.8 billion in 2000, to 17.3 billion in 2013 in the united states.
During the past few years, we’ve witnessed a shift towards what some are calling the “social media release.” Services like PitchEngine, PressLift, PRX Builder, and MindTouch are bringing the press release into the new millennium with embedded multimedia and easy distribution through various channels, including social media and e-mail. (Mashable, 2014).
Gearing more towards the more popular tools of social media, the original vehicle ‘Facebook’ was followed shortly by twitter, followed by Instagram and other developing applications such as Snapchat which are being utilised by businesses. As a mature generation Z, I have seen clearly a development of business promotion and use of linking the media with the public and promotional techniques through the social media that I am familiar with. Recently I have seen a decline of the use on facebook as its usage is slowing, however the use of viral marketing on social media is great in the current climate as it is inexpensive and efficient with maximal exposure.
Social media is a cheaper way of linking the public to the corporation who offers a product or service, or educating the public on a specific matter. However, It seems to be becoming more business oriented than social.
An article published on newschannel10, (2014), advertises a new Twitter marketing application. This article talks about how companies can. Newschannel10 stated:
“SocialCentiv’s Twitter Marketing application utilizes a proprietary approach to identify relevant tweets in a manner that is unparalleled in the technology marketing industry. The company combines state-of-the-art technology with a crowd source task function called human screening to filter tweets down to the most relevant, and convert prospects on Twitter into SocialCentiv users.” (Newschannel10, 2014).
This is a prime example of how the industry of press and use of 4p’s and beyond (digital media) are stretching their business techniques along with the increasing interest in social media. People realize that it is the best way of utilizing markets trends to educate people on a company’s products or their services that they offer.
I believe that social media is changing the way in which the media interacts with the public. The decline in traditional techniques of educating the public is too big to go un-noticed, and it is important therefore that practitioners in public relations and in marketing take their opportunities to utilize social media. Also, it is much more cost effective way to appeal to a large public. Maybe a positive derived from the economic crisis. I think that journalists should use public relations, and they should utilise the gold mine that is information processed from corporations. However, it is important not to get carried away, as time evolves, it is inevitable that technology will also. It is a journalists job to research extensively and not just quote information handed directly to them as a media kit.
Marketing Made Easy with Twitter Marketing Application. (n.d.). Retrieved November 10, 2014, from http://www.newschannel10.com/story/27345127/marketing-made-easy-with-twitter-marketing-application
The Decline of Newspapers Hits a Stunning Milestone. (n.d.). Retrieved November 10, 2014, from http://www.slate.com/blogs/moneybox/2014/04/28/decline_of_newspapers_hits_a_milestone_print_revenue_is_lowest_since_1950.html
The Future of Public Relations and Social Media. (n.d.). Retrieved November 10, 2014, from http://mashable.com/2010/08/16/pr-social-media-future/
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