Social media impact in the PR field

I am a PR intern for a company based in New York called On Locations Tour. It's been a month, and I have spent most of my time doing google spreadsheets and on social media. Regarding the amount of time spent on social media, I am convinced that this tool is important for our field and that we in PR should be on top of every social media trend.

Firstly, it is important to understand algorithms in order to be seen and to communicate efficiently on social media platforms. We are responsible for delivering the message but not for its distribution. It is imperative that our message reaches our audience.

Due to social media, our audience is also a content creator, which means that the way our clients manage their image is impacted by social media. First, we need to overlook press and social media to know what people have to say about our brands. Secondly, we need to be on top of trends regarding our business because our clients need to be perceived as experts. They must be a reference in their industry, and we in PR don't want to miss an opportunity to have our clients being talked about.

Furthermore, because we communicate on different platforms with a larger audience, it is important to diversify our communication tools. Press releases can be more interactive in order to gather interest and be shared on social media. For example, On Tik Tok today, there are thousands of videos that are related to the loss of Pepsi's sponsorship of the super bowl.

Lastly, crisis management also becomes important in an area where information is shared at an incredible speed. A crisis has to be planned ahead. It is also more important.