Why PR is changing – How Public Relations is adapting to the digital media landscape

The first definition of Public Relations if you chose to Google it would appear as “the professional maintenance of a favourable public image by a company or other organization or a famous person.” Since studying PR I have come to realise that PR is much more diverse, having to adapt in ways due to the changing digital media landscape.

Social Media has been a huge influence in the shift of the way PR professionals operate. Social Media has meant that the PR industry can no longer control the whole message that is sent out, but as a result it has given the opportunity to engage in a two-way conversation with its publics, building relationships and brand loyalty.

It is no longer possible to expect one message work on a number of platforms, or expect a message to be successfully communicated by using only one platform. The digital landscape has evolved rapidly, giving various tools to communicate with different online communities. What works for Twitter might not necessarily work on another social media device, which will change the way in which a message has to be produced from a PR perspective.

Traditional journalism is no longer the publics source of information, now social media has even gone as far as giving the public the power to be the journalists. It is essential that PR people communicate news as soon as it happens through all the social media platforms. The digital media landscape has increased the speed at which every interaction takes place, meaning companies have had to adapt the way they deal with constant alerts about everything from complaints to praise.

The digital media landscape now means that PR professionals can track and measure the extent of their influence, and customer feedback, changing the way in which they may progress. The digital Media landscape is evolving so rapidly that PR has had no choice but to evolve with it.

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