Public Relations for Search Engine Marketing-myassignmenthelp

Question: Discuss about thePublic Relations for Search Engine Marketing. Answer: Introduction Increased usage of social media has impacted a wide range of customers all over the world and eventually caused the adaption of social media as a major tool for several public relation professionals all over the world. Social media has also become a major force within the modern culture that acts as a key driver and has been successfully embedded deep within the marketing strategy of almost every business now[1]. As social media has turned into a new way of communication which is developing in a fast pace, therefore it is important to analyze the impacts on social media on the public relations and how it had shaped the new age public relations communication. This essay has triggered this issue and will discuss the possible impacts of social media on the new age public relations. Discussion Most people think of twitter and facebook while they think of social media, however it is important to note that social media is not only consisted of these two social networking sites, but the online forums, blogs, podcasts, message boards, video sharing, search engine marketing, wikis are also included. As indicated by several researchers social networking sites now have turned into a significant platform for generating and sharing any kind of content as more than half of the internet users have joined at least a single social media platform[2]. Also, there are more people who are being active with more than one social media platform which has undermined the rise of social media and what exactly is encapsulated by the very term. According to a recent research, within the communication world, a recent trend has been seen of moving dramatically following the digital direction, therefore people, who are being able to comprehend the transformation, have started communicating in a more effective way. For instance, blogs have been very much popular as it gives a sense of independence to the writers and no editor or media censoring is done here[3]. Therefore a large number of people are now utilizing blogs for positioning themselves to a higher place in others eye as there are several people who are using these blogs for gathering more information. Previously, the public relations professionals were the sole medium for generating the contents and sharing it to the media for being published. However, in recent times, the professionals still generate the contents by themselves, but they can publish such contents by themselves through social networking sites, blogs and any other online outlets. It is also easier for the public relations professionals to reach the general population, talk to them and get their feedback, therefore act accordingly. For example, if a random customer has posted or tweeted something bad regarding a companys product, the public relations professionals of the company can view such reviews, respond to them immediately and ensure that the customer does not keep the same opinion about the company by providing a suitable service to them. Unlike the other conventional media outlets, social media tend to provide the writers and the bloggers a two-way experience where they can interact and converse with the audience. This open exchange of thoughts and opinions has helped public relations professionals to determine the emotions and sentiment of the audience as well[4]. However, at the same time, the general population gets an open platform for airing their grievances, opinions and other rants. Therefore, this has also created an extra pressure for the PR professionals as handling such crucial situations is not easy, especially keeping the conversation open for public has been vital in maintaining the credib ility of any brand. Other than that, social media has also contributed in being a reactive and proactive platform for communication; it has invested more time for keeping the users informed regarding any news. The organizations now tend to invest more resources and time for spreading the messages in right way through social media, apart from spending huge money for press release or distribution[5]. However, it should be noted that by nature social media acts as a dual edged sword, therefore several public relations professionals get blindsided with a born crisis. Therefore, the major key is not to listen as such as it is spoken social media. Along with that the professionals should also be ready with any good social media monitoring software and have a concrete plan reacting to any crisis on social media, as it has the capability of spreading like a wild fire[6]. The companies now also announce the news on social media channels along with the conventional media channels as nowadays many turn to the soci al medial sites than a conventional media site for getting news. In a conventional public relation effort, every press release word gets vigilantly scrutinized and the main spokesperson undergoes an extensive training for adhering to the exact message. However, even if the public relations professionals make their best efforts, the message gets a little regimented and formulaic, due to the different approaches taken by the journalists[7]. On the other hand, the primary feature of social media is its informal characteristics and the genuine conversation between the company and customers. Therefore it offers more creativity to the public relation professionals; therefore the professionals can alter the messages for matching the flow from audience. Social media also acts as a transparent medium for the both the customers and company. The public relation professionals can have an upper hand especially when it comes to applying the right stories at the right places. On social media, the journalists are not the sole resources of news; therefore any news can be blatantly exposed[8]. This indicates that it is more difficult for the public relation professionals to control any news, as the customers can enjoy the benefit of having transparency. Conclusion In conclusion, it can be said that there are several professionals who may lament over the constant explosion of social media as it is making their jobs more difficult and stressful than making it easier, the actual fact is that now it is much easier for reaching the customers on a regular basis and directly. The general population is now trusting more on the social media outlets than the traditional media, therefore it would be much easier for the PR professionals to bypass the censoring and reach the audience. Reference List Couldry, Nick, Sonia Livingstone, and Tim Markham.Media consumption and public engagement: Beyond the presumption of attention. Springer, 2016. Franklin, B. and Parton, N. eds., 2014.Social Work, the Media and Public Relations (Routledge Revivals). CRC Press. Houston, J. Brian, Joshua Hawthorne, Mildred F. Perreault, Eun Hae Park, Marlo Goldstein Hode, Michael R. Halliwell, Sarah E. Turner McGowen et al. "Social media and disasters: a functional framework for social media use in disaster planning, response, and research."Disasters39, no. 1 (2015): 1-22. Roberts, Holly, Shari R. Veil, Stephanie Madden, Melissa Janoske, and Rowena L. Briones. "One of the most important roles for public relations professionals is building relationships. 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