NAVIGATING THE SOCIAL MEDIA MAZE: ASSESSING THE EVOLVING RELEVANCE OF PUBLIC RELATIONS IN A DIGITAL LANDSCAPE

Vedika Agarwal; Venkatram Narendra Puppala

doi:10.36690/2674-5216-2024-2-34-41

Authors

Vedika Agarwal CMR University
Venkatram Narendra Puppala CMR University

DOI:

https://doi.org/10.36690/2674-5216-2024-2-34-41

Keywords:

social media, digital landscape, public relations, trends, influencer, marketing, advertising, crisis, publicity, target audience, brand image, artificial intelligence, ethical considerations, stakeholders

Abstract

In today's digital age, social media has revolutionized communication, becoming an integral part of daily life. This transformation has profoundly impacted the field of public relations (PR), as organizations now have unprecedented opportunities to connect with audiences through various social media platforms. Understanding how PR professionals can effectively leverage social media is crucial for navigating the complexities of this digital landscape. The aim of this article is to explore and critically evaluate how the advent and proliferation of social media platforms have transformed public relations practices. This study seeks to understand the impact of social media on PR strategies, communication dynamics, and the professional skill set required in the digital age. This study employs a mixed-methods research design to assess the evolving relevance of public relations (PR) in the digital landscape shaped by social media. This article gives a brief understanding of current trends and best practices in integrating social media into PR strategies to provide insights into navigating the social media maze. The evolution of PR in the digital age and the shift towards social media as a primary means of communication, assisted in the understanding of the challenges and opportunities presented by social media for PR professionals, including managing online conversations, engaging with influencers, and measuring the impact of PR efforts. Furthermore, the strategies for effective PR in a digital landscape, include the development of comprehensive social media strategies, engagement with influencers, and monitoring of online conversations. The emphasis is on the importance of staying informed about emerging trends and best practices to successfully navigate the ever-changing social media maze. This article contributes to the understanding of the evolving relevance of PR in a digital landscape dominated by social media. By adopting effective strategies and embracing innovation, PR professionals can navigate the social media maze and build stronger relationships with their audiences in today's dynamic digital environment.

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Author Biographies

Vedika Agarwal, CMR University

BA (H) Journalism Student, School of Liberal Studies, CMR University, Bengaluru

Venkatram Narendra Puppala, CMR University

Assistant Professor, School of Liberal Studies, CMR University, Bengaluru

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