Capabilities of a Modern Day Public Relations Agency

The world of public relations has sure changed in the last 15 years, and those enormous public relation firms in San Francisco, New York, and Los Angeles have completely reinvented themselves. For those old stodgy public relation firms which could not compete or adapt to the new Internet age, well, they are no longer with us. Everyone knows you get more bang for your buck doing online marketing, public relations, publicity, and advertising.

In today’s world it’s all about the social networking your information to go viral, and having online users adopt your brand name as part of their personality. In many regards it is the same basic strategy, but online everything happens much faster. This is not to say that old media is dead, after all, people still watch as much TV as they do spending time online. And the baby boomers are still reading newspapers, and will probably expect to do so until the day they die. No, not all the baby boomers are, many are going to tablets, E-book readers and getting much of their information online, but they still read the newspaper.

Therefore, the capabilities of a modern-day public relations agency are quite different than they once were, much is about crisis management when things are going viral and moving at lightning speed across the Internet. There is a right way to shape the conversation, and a way to get the company or corporation, politician, or nonprofit group into more hot water. It’s amazing that one blogger can take an event, and make a non-issue into a big deal. Then the mass media grabs it and puts it all over the TV. Within hours it is the sensation of the day on every station, and every syndicated news compiler website.

In fact, many public relations agencies have people who work 24/7 online scouring the Internet for any mention of the brand names they are associated with, or have contracts with corporations for. If someone is talking negative about a certain brand name then an individual gets online and posts something positive or works to defuse the situation so it doesn’t run out of control and go viral by the next morning. Also issuing an immediate statement in defense is often required.

Unfortunately, just as many bloggers are not quite as ethical as you might think, and many people posting online are cloaking their identities, so too are many public relation agency employees, and political activists trying to mold the situation in their favor for their brand name, or to promote their specific agenda. Yes, the capabilities of a modern-day public relations agency are so much different than they were 15 years ago, and I suppose over the next decade they will change to an even a greater degree. Indeed I hope you will please consider all this.