Why a focus on social media quick wins undermines the value of PRs
Are the quick wins of social media threatening the value of PR? Expat public relations consultant Katie Clift argues favouring short term results over longer term strategies is a mistake for PRs and their clients.
There’s no doubt that the rapid rise of social media over the past decade (on endless platforms I can’t keep up with, if I’m totally honest… where’s the button for IGTV again?!) has had a dramatic and lasting impact on public relations.
Greater connectivity, viral posts, videos and comments, an ever-changing rapid news cycle, endless analytics – the landscape of ‘media’ has adapted and developed in a remarkable way.
But I’ve had cause to consider lately whether the rise of social media, with its ‘quick wins’, has actually threatened the value of public relations – or at least the perception of its value.
