Public Relations in Digital Technology

 Public Relations in a Digital World

There are many positive aspects to social media. There are also negative aspects. Ask any public relations firm or agent, and they will probably tell you all the negative. Social media can be damaging for public relations professionals. Because social media is instantaneous and reaches a wide, global audience, misinformation is an even bigger issue than a newspaper retraction. This new form of digital public relations means PR professionals have to manage online reputations for companies and individuals and this is no easy task.

Social media has had a profound impact on public relations. It has both brought new opportunities, and also brought new challenges. Social media means two-way communication. Users are no longer just sitting back and soaking in all the information. They are also becoming active participants in steering the conversation. There's also citizen journalism to consider. Users are creating the content on social media platforms even if that content is inaccurate. Read this article on how social media has impacted public relations.

Watch this video of social media's impact on public relations.