Technology in this age is putting a spin on how a certain organization cultivates and establishes an ongoing beneficial relationship with its publics. As for the social media, it is an evolving, ever present catalyst in the communication realm of the public relations. In the earliest years of the public relations, it means the era of Antiquity, it acknowledged the importance of the opinion of the public, but their scope was limited to an arm’s reach of the public. Social media has become both a ridge and a window to the practitioners of the public relations, by enabling them to interconnect the internal objectives of the organization with the constant externalities which are changed.
In the arena of the public relations, an array of the hats seems to be essential to effectively carry the overall message of the organization into a stage of the visible outcome. The public relations department of organization among lots of other tasks has to build awareness, analyze and research the public strategize, perceptions, attitudes and implement crisis plans. Social media also provides a way for organizations to do the things on the scale which were not known in the earlier times when messages had to bypass firstly the filter of the media ‘gatekeepers’. As Rupert Murdoch stated, the technology is shifting the power away from the publishers, editors, the establishment and the media elite. He said that it was the people who were in control.
In Wikipedia social media is defined as an umbrella term for the different activities that integrate the social interaction and technology. This also includes weblogs, internet forums, podcasts, videos, pictures and social blogs. It is also can be said about social networks in which people spend most of their free time. Forrester, the Growth of Social Technology Adoption estimated in 2008, that three out of four Americans use these social technologies. It is the reason of the growth that makes it an essential and inevitable tool in creating the survivable existence.
In the modern world which is also characterized as the world of public relations, building awareness and brand reputation are cohesive. Social media isn’t only being used for its direct to the audience approach, but also it is considered to be an effective generator of the media relations. Both reputation and awareness come on the tail of the integrity of the organization.
Technology in this age is putting a spin on how a certain organization cultivates and establishes an ongoing beneficial relationship with its publics. As for the social media, it is an evolving, ever present catalyst in the communication realm of the public relations.