Just as it’s become part of our everyday lives, social media is completely reshaping public relations. Platforms like LinkedIn, Facebook, X, and Instagram have revolutionized how brands communicate, engage with their audiences, and manage their reputations.
In fact, 33% of PR professionals say they are now using social media tools daily, and another 17% use them weekly.
As these pros are wearing new hats, they’re also becoming increasingly skilled at blending traditional communications practices with social strategies.
Role of Social In Modern PR
Social offers the ability for brands to engage directly with their audiences. This means they no longer need to rely solely on media outlets to share their stories. In turn, their followers have the ability to communicate directly back to them.
This shift makes PR more customer-centric than ever before, helping companies establish two-way dialogs and build stronger, more personal relationships with customers and prospects.
And, while traditional media coverage is still vital, social can assist greatly in expanding its reach. An article in a credible publication can gain far more traction when shared across multiple platforms. PR teams can further maximize media exposure by tagging journalists and industry influencers, and encouraging employees to share content on their own social networks.
#ProTip: We all know the importance of influencers—even for B2Bs. 93% of influencers say the quality of a brand’s social presence impacts their decision to collaborate.
Social PR Challenges
While social has changed PR in many positive ways, it has also made brand management more dynamic—and demanding. News spreads like wildfire on social, making it difficult to control narratives.
A single viral post, whether a customer complaint or negative article, can escalate quickly. This means PR professionals must monitor brand mentions in real time and respond swiftly to correct misinformation and mitigate potential damage.
(Related Read: Online Critics and Hecklers: 5 Ways To Handle With Diplomacy)
Additionally, social audiences expect authenticity. PR professionals must carefully balance openness with protecting corporate interests. While transparency fosters trust, revealing too much can compromise business integrity.
Required PR Skills
If they haven’t already, PR professionals must expand their expertise to include social mastery. This entails:
- Social Management — understanding platform-specific best practices and algorithm updates to maintain an active brand presence
- Content Creation — ability to create engaging content, such as short-form video, infographics, and interactive posts, to maximize audience engagement
- Crisis Management — continually monitor social sentiment and have a proactive crisis communication plan in place (less than half of surveyed US companies have one)
- Analytics/Data Interpretation — ability to analyze social data, including engagement metrics, audience demographics, and sentiment analysis to refine strategies
- SEO/Digital — optimizing press releases and social posts for search engines for greater visibility and reach
- Paid Media — while PR has traditionally focused on earned media, incorporating paid strategies (such as LinkedIn Ads or Facebook boosted posts) can amplify messaging
(Related Read: Crisis Ahead? 5 Critical Steps For Staying In Control)
PR In The Digital Age—Are You Ready?
Social media has transformed PR from a one-way broadcast into a dynamic, two-way conversation, forever reshaping how brands interact with their audiences. As a result, PR professionals must navigate a fast-moving terrain where engagement, social listening, and responsiveness are paramount to communications.
Those who adapt by expanding their skillsets to include social will gain a competitive edge—enhancing both their careers and the success of the organizations they represent.
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Looking to augment your company’s PR strategy with a greater focus on social? Let’s connect today.