By Clara Mitcham
According to PR 20/20, a PR/Marketing Blog, consumer-generated content along with other various forms of social media are not longer just a trend in public relations, they are a vital function of the profession. This means that public relations professionals must not only have excellent speaking and writing skills, but they must have a dynamic understanding of how to integrate various forms of marketing into a cohesive campaign. The good news is that businesses are becoming increasingly savvy towards the evolving role of public relations and the increasingly standardized public relations tools for measuring the success of multi-media campaigns.
According to PR 20/20, a PR/Marketing Blog, consumer-generated content along with other various forms of social media are not longer just a trend in public relations, they are a vital function of the profession. This means that public relations professionals must not only have excellent speaking and writing skills, but they must have a dynamic understanding of how to integrate various forms of marketing into a cohesive campaign. The good news is that businesses are becoming increasingly savvy towards the evolving role of public relations and the increasingly standardized public relations tools for measuring the success of multi-media campaigns.
According to Christine Perkett, founder PerkettPR, an increased ability to measure the effects of a campaign by seeing where consumers are driven on a website allows them to measure success quickly and efficiently. These new forms of electronic evaluation will show if a campaign is unsuccessful immediately, therefore, holding public relations professionals to the highest standard and making them directly accountable for their work.
The Public Relations Society of America said that social metrics technologies are helping PR professionals sort response through social media channels like Twitter and suggests that professions must have a thorough knowledge of blogging culture. According to PRSA, content analysis will continue to be very important role in measuring success. Measurement is becoming increasingly creative as businesses look for new ways to quantify the overall image of their organization, however, managing vast amounts of consumer-generated content continues to present unique challenges to public relations professionals.
In conclusion, the social media have helped legitimize public relations to many members of the business community and being able to continue to quantify the success of those PR tactics will be crucial to relationship between PR and the business field.
Articles Cited:
Articles Cited:
Perkett, Christine. Public Relations Trends for 2010.
http://bx.businessweek.com/digital-public-relations/public-relations-trends-for-2010/4213942808559917994-ce6ac9a1bf58f0dd9301ed29654242e5/
http://bx.businessweek.com/digital-public-relations/public-relations-trends-for-2010/4213942808559917994-ce6ac9a1bf58f0dd9301ed29654242e5/
Roetzer, Paul. 10 Public Relations Trends that will change the Industry forever. PR 20/20 Blog. http://www.pr2020.com/page/10-public-relations-trends-that-will-change-the-industry-forever
Walton, Susan. What You Can expect in the Coming Year. http://www.prsa.org/Intelligence/Tactics/Articles/view/8482/1006/What_you_can_expect_in_the_coming_year
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