In our last three posts (see previous posts), we have highlighted some of the celebrated advantages of social media to public relations or PR practice and discussed Valentini’s criticism of these advantages. However, in this post, we’ll attempt to balance the argument by pinpointing a few absolute benefits of social media to PR practice.
Lest I appear as someone totally biased about the “goodness” of social media in PR practice, here are two advantages that seem concrete.
Social media allows for a faster and cheaper transfer of information to an organisation’s publics. Formerly, it would have taken a more protracted and more expensive process to get information across to consumers. However, with social media and other platforms on the internet, it has become less strenuous. Many times, one is not required to pay, except in the case of advert placement.
Final thoughts and Implications for PR Practice
The point, though, is that speed and fewer expenses do not always imply effectiveness. The power is once again in the consumer’s hands to determine if the relationship would be beneficial. If it is, then a relationship is formed and easily maintained; communication becomes fast, continuous and cheap. After which, one can indeed say that social media is, in this instance, “good” for PR practice.
Realistically, my advice to PR practitioners is that they should not focus all their strategies and tactics on social media, believing that it has no adverse effects. Because although technology makes life a little easier, it does not have the solution to all of life’s problems.
Therefore, technology, in the form of social media, has been made available. Still, like every other technology, there are no clear cut distinctions on whether it is purely advantageous or not. Social media does offer opportunities that should be explored in the field of PR. Nevertheless, one must be aware of its limitations to adequately utilise its strengths and minimise false expectations.
Thoughts of a PR guru
“The role of public relations transcends technology,” said Harold Burson, founder of the largest PR agency in the world. “No new invention or methodology can ever change the basic human characteristic of communicating ideas with the basic purpose of influencing agreement or support or otherwise.”
BY NGOZI ADIGHIBE
This Post Has 4 Comments
Very good article. I will be facing many of these issues as well..
Thanks on your marvelous posting! I actually enjoyed reading it, you’rea great author. I will always bookmark your blog andwill eventually come back someday. I want to encourage you to definitely continue yourgreat writing, have a nice afternoon!
Aw, this was an extremely good post. Taking the time and actual
effort to generate a superb article… but what can I say… I procrastinate a lot and never seem to get nearly anything done.
Excellent post. Keep writing such kind of info on your page.Im really impressed by it.Hey there, You have performed an excellent job. I will certainly digg it and in my opinion suggest to my friends.I’m sure they will be benefited from this website.