Role of public relations during social media age

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Social media has become essential to daily existence in the current digital landscape, shaping how individuals and businesses communicate and interact. This shift has significantly impacted the public relations (PR) field, transformed traditional strategies and introduced new opportunities and challenges. The role of PR in the era of social media is crucial, as it helps manage a brand’s online reputation, engage with audiences, and navigate the fast-paced and ever-changing digital environment.

Historically, public relations focused on managing communication between an organisation and its public, often through traditional media channels like newspapers, television, and radio. Nevertheless, the field has been transformed by the emergence of social media platforms such as Facebook, Twitter, Instagram, and LinkedIn, offering PR professionals direct channels to reach and engage with audiences.

Find out various roles of communication specialists.

21st century: The age of digital and social media

The 21st century has witnessed an unprecedented transformation in public relations (PR), driven primarily by the rapid advancement of digital technologies and the pervasive influence of social media. This era has redefined how brands communicate with their audiences, manage their reputations, and engage in storytelling. Here’s an in-depth look at PR’s various roles in the digital and social media age.

Figure 1: Key roles of public relations in social media

Here are some of the high-paying PR jobs in India.

Case studies in social media PR: Success stories and lessons learned

Dove’s “Real Beauty” campaign challenged traditional beauty standards and promoted body positivity through real women of diverse shapes and ethnicities. The campaign resonated with audiences through authenticity, emotional connection, and user-generated content. Focusing on self-esteem and body positivity aimed to create loyalty and engagement.	The “Ice Bucket Challenge” was a viral campaign urging people to donate ice water to the ALS Association. Participants challenged others to do the same, raising awareness and raising funds for research. The campaign’s viral elements, high-profile figures, and straightforward call to action increased its reach and impact.
Coca-Cola’s “Share a Coke” campaign replaced its iconic logo with popular names on bottles, encouraging people to find and share them with friends and family. The campaign also extended to social media, utilising hashtags and user-generated content to bridge the gap between offline and online experiences.	PUMA’s AI-led campaign, “PUMA Dive,” features Virat Kohli to enhance brand engagement and customer experience. The campaign showcases the innovative use of AI, tapping into Kohli’s extensive fan base, amplifying social media reach, reinforcing PUMA’s image as a tech-savvy brand, and showcasing the importance of cross-industry collaborations in executing complex campaigns.

How does an MA JMC help in PR job?

An online MA in Journalism and Mass Communication (MA JMC) from Manipal University Jaipur equips you with a diverse skill set essential for a successful career in Public Relations (PR). It emphasizes media law and ethics, ensuring you to navigate the complexities of media relations and crisis management effectively. Additionally, the curriculum helps enhance your ability to craft and disseminate impactful messages across various platforms by covering digital media marketing and storytelling. With hands-on experience and a comprehensive understanding of media operations, graduates are well-prepared to excel in roles like public relations managers and social media managers, making the MA JMC an asset for anyone pursuing a career in PR.

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