Most people trust and believe that social media has significantly changed public relations as a discipline.

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Most people agree that social media has greatly affected public relations as a profession. Those who have been in the PR discipline for a long time have seen remarkable improvements and will be able to testify to the fact that, in the new world of social media, people ingest news and engage tremendously. Social networking refers to channels that enable users to communicate with each other (Luo, Jiang & Kulemeka, 2015). Any of the biggest social media sites in the world include Twitter and Facebook.
How social media affect public relations
Public relationship is a great offspring of interpersonal relations and intercourse (Punathambekar & Scannell, 2013). Alastair Campbell, in a speech in Melbourne in the year 2013 once said “There have always been public affairs. There has always been Public Relations. There has always been spin. Read the Bible for heaven’s sake”. In as much as the corporate website as well as chat-rooms and electronic news release are currently seen as much more standard aspects of Public Relations, most Public Relations practitioners are in a real struggle with the impacts new media bring about, especially the internet. Social media has affected who people relate and interact (Wright et.al 2012; Solis& Breakenridge, 2012). Therefore, this research paper aims at finding out how social media has impacted on Public Relations
According to Neill & Lee (2016) as stated by Wright &Hinson, 2009; Edelman, 1983), “The world of communication is moving in a more digital direction and those to have a true comprehension of this important transformation will communicate much more effectively than those who do not understand”. Similarly, Jiang, Luo & Kulemeka (2017) note that Public Relations practitioners are meant to communicate to the public and therefore it is important for them to fully understand this important transformation for them to communicate much more effectively. However, Bush (2009) note that owing to the fact that social media is growing at a fast rate, it proves to be difficult for Public Relations practitioners together with institutions training these professionals, to keep current
Waters, Tindall, & Morton (2010) assert that blogs are turning out to be more popular because blogs have proved to give independence from media gatekeeping as well as traditional editors. Serini, & Krider (2016) state that the continued use of blogs better places Public Relations officers, in the eyes of the public. Wright & Hinson (2010) note that in the past, Public Relations officers and practitioners had the full responsibility of packaging Public Relations content then go ahead distributing it to the media, all in the hope of being published. However, today, in as much as Public Relations practitioners are still responsible for packaging content, they are now in a position of publishing the Public Relations content themselves through social media and other social media outlets. The social media has today made it possible for Public Relations practitioners to talk directly to members of the public, besides also enabling them to view the publics’ responses thereby enabling them to act accordingly (Eyrich, Padman, & Sweetser, 2008). For instance, if a customer tweets or facebooks about a complain, the company can be in a position to view comments and timely respond to the complaints thereby providing more direct quality services to its customers (Cernicova, 2016; Myers,& Hamilton, 2014)
Conclusion
In conclusion, I regardless the experiences one has regarding Public Relations discipline, social media has greatly changed how people do things. As change is lie rest, it happens that the only social media’s constant is change. It is therefore evident that in the modern 21st century of technological advancement, social media has greatly impacted on Public Relations.
References
Bush, M. (2009). Growth of social media shifts PR chiefs toward center of marketing departments. Advertising Age, 80(31), 7.
Cernicova, M. (2016). Redefining “Public Relations” in the 21st Century. PCTS Proceedings (Professional Communication & Translation Studies), 93-6.
Edelman, D. J. (1983). Managing the Public Relations Firm in the 21st Century. Public Relations Review, 9(3), 3-10.
Eyrich, N., Padman, M. L., & Sweetser, K. D. (2008). PR practitioners’ use of social media tools and communication technology. Public Relations Review, 34(4), 412-414. doi:10.1016/j.pubrev.2008.09.010
Jiang, H., Luo, Y., & Kulemeka, O. (2017). Strategic Social Media Use in Public Relations: Professionals’ Perceived Social Media Impact, Leadership Behaviors, and Work-Life Conflict. International Journal of Strategic Communication, 11(1), 18-41. doi:10.1080/1553118X.2016.1226842
Luo, Y., Jiang, H., & Kulemeka, O. (2015). Strategic Social Media Management and Public Relations Leadership: Insights from Industry Leaders. International Journal of Strategic Communication, 9(3), 167-196. doi:10.1080/1553118x.2014.960083
Myers, C., & Hamilton, J. F. (2014). Social Media as Primary Source. Media History, 20(4), 431-444. doi:10.1080/13688804.2014.950639
Neill, M. S., & Lee, N. (2016). Roles in Social Media: How the Practice of Public Relations Is Evolving. Retrieved from http://prjournal.instituteforpr.org/wp-content/uploads/neill_nz3.pdf
Punathambekar, A., & Scannell, P. (2013). Back to the future: media and communication studies in the 21st century. Media, Culture & Society, 35(1), 3-8. Doi: 10.1177/0163443712465316
Serini, S., & Krider, D. S. (2016, winter). Millennials and Public Relations Leadership in the 21st Century: Are They Ready? .Retrieved from http://prjournal.instituteforpr.org/wp-content/uploads/2016v09n04SeriniKrider-1.pdf.
Solis, B., & Breakenridge, D. (2012). Putting the public back in public relations: how social media is reinventing the aging business of PR. Upper Saddle River, N.J: FT Press.
Waters, R. D., Tindall, N. J., & Morton, T. S. (2010). Media Catching and the Journalist-Public Relations Practitioner Relationship: How Social Media is changing the Practice of Media Relations. Journal of Public Relations Research, 22(3), 241-264. Doi: 10.1080/10627261003799202.
Wright, Donald K. & Hinson, Michelle D. (2012). Examining how social and emerging media have been used in public relations between 2006 and 2012: A longitudinal analysis. Public Relations Journal, 6(4), 1-42.
Wright, D. K., & Hinson, M. D. (2009, March 14). An Analysis of the Increasing Impact of Social and Other New Media on Public Relations Practice. Retrieved from http://www.instituteforpr.org/wp-content/uploads/Wright_Hinson_PR_Miami.pdf
Wright, D. K., & Hinson, M. D. (2010). How New Communications Media Are Being Used in Public Relations: A Longitudinal Analysis. Retrieved from http://prjournal.instituteforpr.org/wp-content/uploads/2010tWrightHinson.pdf
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