Public relations are always in a state of flux. With changing times and newer market dictates, the whole approach of PR has to evolve incorporating new techniques and strategies. It is essential for today’s PR professionals to discover new methods of research, develop particular policies for guiding public and employee participation and master the art of connecting and building relations with stakeholders with the help of new technologies. Social media management is one area which demands individual attention from PR professionals in today’s time. This is because SMM services have become an intrinsic part of any PR firm.

If you want to excel in the role of a PR professional, you have to don many hats and play many roles especially with respect to social media. Some of these are:

Policymaker: He is someone who understands quickly that the development of effective social media policies, governance and training forms a vital part of the whole process of communications strategy and planning. As a policymaker, you also have to make sure the social media policies developed are maintained properly.

Generator of Internal Collaboration: He is basically a communications expert whose job is to foster social media collaboration inside the organization. You have to collaborate with different departments including advertising, HR, marketing, legal, sales, IT and PR too. The silos have to be broken down in order to increase innovation, sharing and collaboration so that internal as well as external communication can be improved.

Technology Tester: He is responsible for strategically using technology to facilitate better communication between peers. When
social media first started, PR was panned for not being able to understand the use and application of social media tools, channels and technology resources promptly. Thus, as a technology tester, your job would involve examining the latest technology in order to improve public interaction. The competitive market demands a PR professional to have core competence in effective use and application of information technologies.

Communications Organizer: He is concerned with educating and redirecting an enterprise to deploy a new process of communications. The broadcast or push method cannot be solely relied by companies for distributing their messages. As a PR professional, it is your duty to see whether the stakeholders of your company are pulling data from the organization. You have to develop, coordinate and curate content via numerous channels for creating new kinds of stories.

Relationship Analyzer: You have to don the mantle of a communications sociologist too aided by technology. What connects audiences with their desired brand and their peers in online communities have to be observed and analyzed by you. This forms a crucial part of SMM services offered by PR firms. The skills required in this area are the ability to visualize and map connections to facilitate higher-level interactions and strategic engagement.

Metrics Expert: Merely accepting metrics won’t do. You have to forge ahead with assessable metrics and objectives connected with higher-level goals of the organization.

Playing these roles can not only make you a competent Public Relations professional but also contribute towards ensuring favorable results for the organization you are working for.

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