The new age mix of PR and social media
Updated: Nov 16
In the age of social media and new technology, we have all seen the decline of the more traditional forms of journalism. There are no longer as many journalists in the newsroom as there were at the beginning of the century. Phones and social media have made it possible for people to be able to access news in a new way. People are generally no longer turning to newspapers or magazines to get their information, but rather social media platforms such as Facebook, Instagram or Twitter.
“More than eight-in-ten U.S. adults (86%) say they get news from a smartphone, computer or tablet “often” or “sometimes,” including 60% who say they do so often," said Elisa Shearer from the Pew Research Center. In the same way that news platforms have evolved, PR has had to evolve with it. These days, a viral social media post can be much more impactful and beneficial to a company’s growth rather than just a press hit in a traditional publication.
This is not necessarily a bad thing for PR. “Social media has helped amplify and has given stronger value to the press hits that we earn for our clients. With social media, we are able to share the stories we get in the press to an engaged audience who is eager to learn more about the brand. It’s a win win,” said Alex Ott, the founder of Chrome City Creative.
Rather than turning to an exclusively social media based strategy, PR agencies and professionals can use social media to their advantage. They can take the hits that they are getting in more traditional publications and use social media to be able to promote them. This is a great way to keep the client happy and to keep traditional journalism alive.
Promoting a press hit on social media can be as easy as promoting it on Instagram stories or a grid post. When people see that a large publication has published the brand, it still serves to create credibility within.
Knowing how to effectively use social media is essential to PR nowadays. In this field, it is important to be able to keep up with the times and to be able to communicate with people in the way that is most convenient for them. Using a mix of traditional PR and new age PR can be essential to being successful.
It is important to note that the strategies that PR professionals use with traditional PR and social media should always be tailored to the audience that is trying to be reached. If a certain company sells clothing to teens, using social media platforms such as TikTok can be more effective in that case. If a company is selling kitchenware that is tailored for middle-aged adults, a good mix of traditional press and social media can be key for success.
Always know your audience, and always know what the most effective tools for communication are.
By Julissa Muro
Julissa Muro is a senior at San Diego State University. She is pursuing a Journalism degree with an emphasis in Public Relations and a minor in History. She has been interning with Chrome City PR since January 2022 and is excited to continue to grow within the business.