Public Relations have made dramatic changes since the inclusion of digital platforms. This has allowed PR strategies to establish online campaigning through aspects such as social media.
Social media site Twitter has become an open forum for conservation which has allowed new PR strategies to take place. This has become a popular place for campaigning as a direct lobbying tool as seen in the reading Behind the Digital Campaign, ´New digital media offer opportunities to transform political campaigning and representative democracy.´ (Williamson, A. Miller, L. & Fallon, F). Political people, celebrities and CEO’s of major companies have employed twitter to coordinate mass advocacy campaigns. In order for PR to reach its public’s they have used the approach of tweeting, retweeting, hash tags and lists to create a community of interest to reach their target audience. In terms of politics, Twitter has become a major campaign method to gain popularity of the public. The use of political figures and also political commentary shows such as Q&A has now become popular hash tags. Twitter has allowed politics to campaign their issues on democracy to create an open forum of discussion and gain popularity to its publics.
These digital platforms have allowed PR to engage with journalists in a different form. There is significant importance to keep a close and informed relationship with journalists. This relationship will enable to exposure to media which is a fundamental aspect of PR campaigning. The strategy in which to engage journalists is to use social media outlets such as Twitter and Facebook to keep them up to date on relevant information. PR has changed its strategy in communicating with Journalism due to these digital platforms in which they are able to connect by using social media outlets such as Twitter and Facebook.
Not only is social media the only form of digital platforms that change PR strategies, there is also the inclusion of website, blogs and YouTube videos. These are very important aspects apart of a PR strategy. Although social media can have major effects most campaigns are not solely based on just social media. This is due to ensuring an interaction is kept with non-digital platforms. These non-digital platforms allow target audiences to be linked and access information to the digital platforms. These strategies include brochures and flyers that inform publics of the campaign as well as linking them to the social media and online sites.
- Norton, T. (2013). Social Media Strategies for Advocacy and Targeted Communications. Viewed 1st November 2013. Retrieved from: <http://tim.anewleaf.com.au/files/2013/03/Social-Media-for-Advocacy-v1.pdf>
- Williamson, A. Miller, L. & Fallon, F. (2010) Behind the Digital Campaign. Hansard Society, London. Retrieved from: <http://www.hansardsociety.org.uk/wp-content/uploads/2012/10/Behind-The-Digital-Campaign-2010.pdf>