Back in December 2007, the Society for New Media Research Symposium did a study into the influence of social media in PR. In the survey of 300 communications professionals, more than half agreed that social media was becoming valuable.
Other key findings:
- 27% reported social media was a core element of communications strategies.
- 3% said social media had little or no value.
Those three per cent couldn’t have been more wrong. Fastforward to 2019 and social media is now central to today’s PR.
Recent research shows that people spend an average of 142 minutes per day, or 16.5 hours per week on social media. PR has transformed from the relentless pursuit of column inches into a strategic business discipline that consistently delivers measurable ROI.
Today’s social media pervasiveness gives us the power to reach, educate and influence audiences in ways we couldn’t have even dreamt about back in 2007.
Digital PR Skills
News media has become less of a focus, and owned media and influencers are at the fore. Also, PR pros now routinely run ad campaigns…something unheard of a decade ago.
We have acquired a whole new set of digital skills that underpin our core communications ones. So far, the journey has been fascinating.