An exploration of the ways in which Public Relations has changed in the 21st century.

1. Redefining Public Relations
in the 21st Century
The transformation of the PR landscape
By: Tiffany MikalachkiImage via: mkhmarketing

2. The universal nature of Social Media has forced public relations
management to the forefront of organizations (both public and private).
Image via: Yoel Ben-Avraham

3. Organizations have had to focus more of their resources on public
relations, dealing directly with consumers through Social Media
platforms, rather than on traditional advertising.

4. Social media tools such as Blogs, Facebook, and Twitter are changing the
relationship between organizations and their publics.
Image via: Yoel Ben-Avraham

5. This changing relationship can be measured by comparing the number of
jobs available in the public relations field versus the advertising and
marketing industries.
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6. Companies are focusing more of their marketing budgets on public
relations rather than advertising in order to protect and maintain a
positive public image in the social media universe.
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7. Traditional methods of
public relations such as
press releases and pitching
to reporters have become
almost obsolete in today’s
environment.

8. In comparison to a well-timed tweet or blog post that can address an issue in
seconds, traditional PR practices are increasingly too slow to be effective.

9. Rather than hoping a reporter will post your PR article in the coming
days and weeks, companies need to be able to respond within minutes, if
not seconds in order to control fallout from any negative messaging.
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10. The ability for an issue to go “viral” around the globe, in minutes,
demands a constant vigil by high profile organizations.

11. It is no longer sufficient to
reach out to the various
sectors of the population
though television, print and
radio.

12. Online communication platforms enable PR professionals to connect
with diverse audiences and cultivate relationships.
Image via: David

13. Given their interactive nature, these relationships can be stronger and
more intimate than ever before.
Image via: Troy Thompson

14. One must create
customized PR
campaigns tailored to
target each sector of the
population separately.
The result can be a
very effective personal
campaign unique to
any specific group.

15. For instance, a text
message campaign may
be designed to target a
younger demographic,
female, of a specific
ethnic heritage and
language.

16. While the digital revolution has
provided new forms of
promotional opportunities for
companies, it has also allowed
the individual to speak out (and
be heard) on any issue.
New Methodology…New Challenges

17. Messages are formulated
individually to suit a target
audience as well as the method
of distribution.
New Methodology…

18. This is referred to as “two-way public relations,” where previously the
process went one way. Today’s public interactions has begun a
conversation.

19. Consumers will trust a perfect stranger’s rating of a product or service
much more than any slick advertising campaign.
It’s about “Trust”…

20. In many countries, citizens trust what’s being reported on Twitter and
Facebook over the messages coming from their own government.
It’s about “Trust”…
Image via: SalFalko

21. These governments must maintain strong, dynamic public relations
teams to address any potential social media “flare-ups”.
It’s about “Trust”…

22. All images are licensed under the Creative
Commons and sourced from Flickr.
Image via: mkhmarketing

23. Sources
"21st Century Public Relations." Grow Socially. Grow Socially, 17 Jan. 2013. Web. 22 May
2014.
Charbonneau, Katie. "Digital PR Trends in 2014." Thornley Fallis. Thornley Fallis, 2014.
Web. 22 May 2014.
Elliott, Stuart. "Redefining Public Relations in the Age of Social Media." The New York
Times. The New York Times Company, 20 Nov. 2011. Web. 23 May 2014.
Johnston, Kevin. "Challenges of Public Relations in the 21st Century." Small Business Chron.
Hearst Newspapers LLC, n.d. Web. 22 May 2014.
Schwartz, Matthew. "'PR Specialist' Shaping Up as One of the Fastest Growing Careers." PR
News. Access Intelligence LLC, 27 Dec. 2012. Web. 22 May 2014.
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