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 ca mpaigns 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,...
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