"The Internet has made public relations public again, after years of almost exclusive focus on media. Blogs, online news releases, and other forms of Web content let organizations communicate directly with buyers."
I thought this was an interesting point made my David Scott. I could not agree with Scott more. The media has been a focal point of the public relations practice for years. Since the advent of social media, organizations have been able to take a more direct approach toward communicate with their target publics. Though the media are phenomenal resources for public relations practitioners, this medium is not always controllable and can affect PR approach.
I think we're really going to see a drastic shift in where the public goes for credible information. I think the media could lose it's touch, when the public goes to blogs, organizational websites and resources and organizational social media accounts for news.
Scott is dead on when he talks about the importance of social media. These resources provide practitioners with an avenue to communicate directly with our public. We now have the opportunity to present the appropriate messages to develop mutually beneficial relationships with our publics.
Some question whether or not social media will die. To me, I just can't see it happening. Unless another resource surfaces that enables us to communicate with our public as quickly as we are, social media is here to stay.
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