How has Public Relations evolved? From Traditional Media to Social Media Giants

Public Relations (PR) is a discipline that dates back to ancient times, long before the term PR was even invented. The extent of manipulation has been from ancient Greek orators persuading public opinion to press releases in the 20th century. PR has always centred on creating narratives and relationships with people. However, as we switched from newspapers to smartphones, PR had to adapt in ways that nobody had thought of before.

The Age of Traditional Media

Before the digital age, PR was associated with the “big three”: print, radio, and television. A well-placed newspaper article or a TV news segment could bring either fame or doom to the brand. PR professionals went after relationships with journalists, editors, and media gatekeepers for most of their time. Press conferences were the most used method and press releases were the base for any activity.

But this method was a kind of no-feedback voluntary roadway. Brands would communicate the information they believed was necessary and whereas it seems it would be shared with the public. It was very hard to do any conversation or feedback. Controlling the message meant controlling the narrative. 

Enter Social Media Giants

This is where the social media revolution came in and completely altered the face of things.

Facebook, Twitter, Instagram, and what was followed by even more protracted and ungovernable platforms like Tik Tok reversed the PR. Suddenly anyone with a smartphone was a media producer and a media consumer. Previously, brand messages were only communicated through journalists and citizens, but now, the brands have a direct line to the citizenry – and the citizens can reply.

This shift was monumental. PR specialists are not only disseminating media releases; they are monitoring the account, handling the Instagram stories, and concerned about the latest trend on social media. Operating first and foremost on immediacy, social media democratised PR, transforming it from a one-way street to a two-way street. But with this newfound access came a new challenge: control.

The Cancel Culture

This would become an overwhelming social media PR disaster in minutes and caused brands to become much more decentralised, immediate, and empathetic than ever before. Social justice warriors wielding the power of “cancel culture” meant that PR professionals had to be ready to counter bad news at the speed of social media.

Influencers and the New PR Landscape

With social media also came the conception of the influencer. Earlier, brands could boast of famous actors and models as their representatives; now loyal and targeted audiences in the form of subscribers are waiting for influencers. PR campaigns have gone to the level of engaging with influencers, creating hashtags challenges, and involving users.

Authentication was the second cultural contribution of influencers to the new media; there was no way traditional media could provide it. An effective type of an influencer partnership could form real bonds with the desired group of viewers, making the message more personal.

The Future of PR: A Blend of Both?

While social media giants dominate the landscape, traditional media still holds its ground. In fact, a successful PR strategy today often blends both. Brands might launch a campaign on social media while also securing a feature in a top-tier magazine or news site, creating a well-rounded approach. PR will continue to adapt, shaping the narratives of tomorrow.