IMPACT OF SOCIAL MEDIA ON PUBLIC

RELATIONS
 INTRODUCTION
Social media has become a valuable tool in public relations since it gives the
organization a direct voice to speak to the public. In public relations, communicating
message using media will engage audiences in dialogue therefore developing mutual
understanding and ensuring the delivery of organizational objectives. Through
previous modes of media allowed for the transmission of information they could not
cater to the human impulse to interact. The evolution of media has therefore enabled
improvement of PR practices. It provides organizations with the opportunity to better
understand public relations strategies. Use of social media in public relations has
enabled listening to the audience and reaching them individually and as groups. Social
media has helped public relations to realize its full potential and therefore led to the
achievement of strategic objectives.