Without a doubt, the web and social media are making it easier for businesses to communicate with their publics. At the same time, where there used to be a clear delineation between marketing and public relations, the impact of the web has resulted in a blurred line between the two industries.
Some would argue that this is leading to the "death" of public relations. On the contrary, the web is actually helping to enhance the efficiency of the PR industry. Successfully incorporating social media and internet marketing tools and strategies can enhance your business' PR efforts.
PR Will Always Be Important
Public relations has been around for almost 100 years and won't be knocking on death's door anytime soon. Put simply, public relations is the practice of managing communication between a particular organization and its publics. Any given organization has a number of publics. Whether it's by communicating with prospects, customers, media, investors, the government, or even internally with employees, PR is something that businesses will always need.
Social Media Participation is Critical for B2B PR
People have always said good - and bad - things about brands, and now that social media has risen in popularity, it means people have another platform to talk about your company and products/services.
The major difference, however, is in the viral nature of this platform. When someone mentions your brand in social media, there is much more potential for other people to notice, and it's monumentally easier for conversations to spread much more quickly and easily. In addition, these conversations have the potential to reach a much larger audience than ever before.
If your company is not participating in social media PR today, it's missing an opportunity to spread its message and missing valuable - and even damaging - conversations that could be taking place about your brand.