Public relations professionals need to be aware of what are the current trends happening in the business environment. A recent report from Mintel states that some of the customer trends that are happening at the moment includes consumers focusing on trust (with the corporation, industry, etc), control (how much they can control their finances, etc), playfulness, simplicity, and trading down, up, and over. In many ways, social media has created more challenges for businesses in terms of dealing with understanding the culture that it creates with individuals, and how to trust others using the new medium to communicate.
Public relations professionals need to not only be aware of trends that are available in traditional media and markets, but also to see what are the trends online and with social media. Marketing and public relations professionals are using social media to reach new audiences and address these trends and concerns from their target publics. Also, a very insightful article from Mashable discusses how there are now certain applications specifically for Twitter that are used to see what are the current trends on the microblog site for businesses. This is extremely useful to strategize an effective and proactive PR campaign.
In many ways, social media is just focused on the evolving technology that is being used in business and communicating with individuals. However, it is about establishing relationships and engaging people. It is a platform where people can socialize and network with each other. It is important to note that it is important to understand that social media is a way (if done proactively) an effective way to manage your online reputation proactively and have proper networking etiquette. For the 21st century, both of these elements are key for public relations professionals to be successful.
In other words, PR professionals today not only have to invest in their knowledge and experience in Public Relations, but the time and energy it will take to find out what are the current trends on social media and understanding the new medium that is transforming how we communicate, network, and establish personal and professional relationships.
Hope you all are having a great day!
Best Wishes,
Karen
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