Here are seven ways that social media is changing PR:
1. Two-way conversation is essential. PR pros can no longer blast information about their brand or client and expect to be heard, let alone succeed. Consumers and journalists have come to expect that they won’t be “spammed,” and instead will be communicated with quickly and in a personal manner. Timely, two-way communication is the new normal. Listening, engagement, and thought leadership are now three areas that PR pros manage.
2. Can’t play dumb about digital tools. PR pros need to know the latest digital tools, including social media monitoring platforms, Twitter, and Google Analytics. They need to understand blogging and the nuances of communicating with different online communities.