HOW TO: Make public relations go public

How to use web and social to boost PR campaigns

Prior to the digital age, public relations (PR) was mainly confined to press releases and journalistic news coverage. With the increasing technological advances of web development, ever-growing user adoption rates and the current social media hype, the power of journalistic media coverage is slowly fading as organisations use the power of the Internet to communicate with customers directly. The web has thus brought the public back into public relations but also tightened the historical gap between marketing and PR, as detailed later in this article.