The Future of Public Relations?

Lucy Bolongaro, Leeds Metropolitan University, PR Student

Understanding PR

Public Relations is one of the many 21st Century industry’s which has been changed dramatically by the revolution of the digital world, and more precisely Social Media.  In many ways the world of Public Relations has and is continuing to change, such as the importance of CSR to a brand or even how much Organisations are valuing PR as a tool. However, I do believe that many will agree when I say the biggest and most crucial turning point for Public Relations is the rise of Social Networking.

Before the digital age, PR was seen as a one way communication. A tool to control. The growth of social media has now created a two-way communication for a brand and its publics. If used to its full potential, social media can be more powerful than any other tool and has opened countless doors for PR practitioners, however it has also…

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