Public Relations Chapter

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Synopsis
Photo Credit: Valeria Dibrova

PR has been working in a radically changed environment for the past couple of years, especially when it comes to the changes with a digital component and rapid social transformation. The author highlighted that Social Media is shifting the work in many fields, including PR, journalism, traditional media etc., to the environment where professionals are willing to make and create the content in a collaborative manner because of the usage of common elements, such as data and statistics. For managing PR campaigns specialists usually use RPIE model ( research, planning, implementation, evaluation), with major priority on KPI (key performance indicators) for monitoring social media. 
The field of PR tends to have a focus on communication strategies and tactics, organizational practices and management. All of these are connected to social media campaigns, which is oriented on perceiving the credibility, strategic message targeting, client relationships and an ability to reach the public. Creating Social Media announcements to show company's appearance can help to increase large numbers of stakeholders and reach a broader audience. By inventing new hashtags or hijacking an existing trending topic, a brand can connect with new potential customers. 

 The author made a special accent on one of the most popular tactics to reach the audience - blogger's accounts. Moreover, PR specialists use social media to cover press conferences and national launch tours can help coordinate the integration of traditional and social media.

 To meet organizational objectives, PR specialists will use all the kinds of media (paid, earned, shared, owned)to increase awareness of the brand by producing the right content at the right time and at the right platform. 

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