By Wendy Masters APR
Mid-way through 2014, the impact of digital on public relations continues apace but with some exciting shifts toward maturity. In the main, public relations professionals are evolving from social media enthusiasts to digital professionals. They are becoming more familiar with the technical aspects of key platforms, and increasingly skilled in the strategic application of their multimedia fluency for meaningful public relations.
More agile campaign strategies demonstrate greater consideration – and more creative implementation – of the expanded (traditional and new) public relations tools mix. There is a noticeable improvement in digital message management; and impressive case studies now exist in the majority of South Africa’s leading public relations firms.