Importance of online social media for PR

http://www.youtube.com/watch?v=aDgDvBvv3oA

This piece I saw on YouTube is very interesting and relevant to issues we have discussed in class. The speaker begins by discussing how many traditional PR professionals are mistaking public relations for media relations. Public relations is how an organization deals with its public. This is different, he explains, than media relations, or how an organization deals with mainstream media, such as magazines, newspapers, radio, television reporters, editors and broadcasters.

Traditional PR executives forget that they can communicate directly to the public through the company website, blogs or even press releases. Smart organizations are reaching out today by realizing that this is not the only way to reach out to people. This emphasizes the importance of online social media. By continuing to engage in media relations but also being aware of these new opportunities, PR professionals will be able to better target their audience.