SCORING THE SAME GOAL

Social media has changed the role of PR, causing an overlap with marketing. Traditional PR methods such as TV and newspapers have been replaced with platforms such as Instagram and Facebook. It provides professionals with access to wider audiences and becomes the first line of defence as it gets information out at a faster rate.

Social media management and PR essentially share the same goal: to maintain a positive brand image in the public's eyes.

USING SOCIAL MEDIA AS A PR TOOL

This can be achieved via:

1) Use of influencers

2) Use of social listening tools

3) Real-time crisis management

4) Hashtag campaigns

5) Making announcements

6) Swiftly react to negative press

7) Facilitate relationship marketing

8) Analytics/Research