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How Social Media Has Disrupted The PR Industry

As many of my former colleagues in the newspaper industry will attest, the mainstream news channels (print, broadcast and even web-based) just aren’t very good at breaking news anymore.

Deskbound by budget cuts, journalists are forced to play catch up on social media where the news, more often than not, breaks, is disseminated and discussed. This represents a seismic shift in power. The traditional media no longer has a monopoly on news and it is the people who witness or even make the news are now the media.


If you are struggling with this concept, take a look at the television news or your favourite newspaper website and see how much content comes from mobile phone footage, Twitter, Facebook and YouTube.

For an industry like PR which is very much built on relationships this can be highly disruptive.

PR is often as much about keeping certain items out of the news and steering the conversation than winning column inches or TV coverage. Having a degree of influence over a handful of editors and newsrooms is one thing but being able to keep a lid on a story breaking on social media is altogether another story.

The modern PR must now not only monitor and maintain relationships with the traditional media, they must also keep a watchful eye over the completely unregulated social media landscape and be ready to tackle sparks of negativity before they become raging flame wars.

Having the correct technology in place to monitor the social web, engage with an ever-connected public and analyse the impact of these conversation is no longer a luxury. It is a vital component of any complete PR strategy. Anything less is half-baked and represents a huge risk to the PR’s and their clients’ reputations.

To find out how Viralheat can help you protect and build your reputation via social media and deliver a more complete appraoch to your PR strategy, join us for a free product demonstration every Thursday at 1pm (PST), 10am (EST), 6pm (UK).

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