It’s time for traditional PR to act.

We must embrace the fact that we now consume more social media than news media, according to a recent study. People are simply more interactive and more two-way communicative in social networks compared to when they consume traditional one-way mass media.

Digital is not a “add-on”; it’s our core as communication professionals.

And we must change PR now — before it’s too late.

Change is Hard but Better

The classic PR argument that news media publicity is more credible than advertising might still hold up, but is mass media publicity more engaging and trustworthy than peer-to-peer communication?

As we choose the future of our public relations industry, we must realise that social media just became more important than reading the newspaper. It’s no longer a matter of opinion; it’s a matter of fact. Digital first is something for all PR professionals to take into serious consideration.

Shall we keep traditional publicity at the center of what clients relate to our profession? Or should we embrace social media, not as a specialisation, but as something every consultant must live and breathe in order to fully grasp its dynamics?

I know what I think. What do you think?

Photo by Sharon McCutcheon on Unsplash.

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Stefan Pettersson
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An ex-colleague’s client told her that in his opinion, “only disability pensioners read blogs”…

Janne Elvelid
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bigger online that is