The Importance of Social Media for Public Relations
PR professionals today are using social media to either supplement or add to their existing strategies, signaling an evolution in the role of PR over the last few years. Public relations specialists were among the first few to understand the power of social media, making them leaders in the social space. Along with handling website content, more and more PR pros are responsible for their company’s and clients’ social media presence. The gradual shift towards, what industry experts call ‘the social media release’, indicates how the traditional long form press release is changing. According to David McCulloch, director of public relations at Cisco Systems, “The press release of the future will deliver its content in text, video, SMS, microblog and podcast form, to any choice of device, whenever the reader decides, and preferably it will be pre-corroborated and openly rated by multiple trusted sources.”
eMarketer expects PR as well as ad agencies to witness an increase in their social media revenue in 2011. Findings from a joint study by the Transworld Advertising Agency Network and Worldcom Public Relations Group show:
• In 2010, 28% PR firms said that between 15-33% of their revenue came from social media.
• This number has grown by 44% in 2011.