Social Media and Public Relations: Eight New Practices for the PR Professional

3. New Practice #3: The PR Technology Tester

Communications and technology go together. But, this hasn’t always been the case for PR professionals integrating technology into their daily roles. Years ago, when social media surfaced, PR was criticized for not being more in tune and hands on with collaborative networks. The disapproval continued with performance that showed a lack of understanding of how Web 2.0 and democratized content changed the PR approach to relationship building, advocacy, and reputation management. Many in PR thought technology was someone else’s job. Today, if you’re in communications, technology is your job. You’re expected to identify, manage, and guide all communications, especially communication over the Internet and ...