Being in the public relations field means that PR professionals will always be collaborating with journalists for a mutually beneficial relationship between one another. Benefits to this relationship are PR professionals being able to have journalists write about their clients to reach a vast audience while journalists look towards PR experts to help them write a story whether that be done through quotes or to get a news-worthy story from them. Dangers of this collaboration could be that if a PR professional does not necessarily want to give the journalist all the information they want, this could damage the PR professional’s reputation and future relations with the media and vice versa.
Social media currently allows for a company to be able to speak to their customers in real-time and the customers are able to speak back through social platforms. Because of this shift in conversation, professionals are starting to realize the importance of how professionals should interact with the public online. From this Huffington Post article, one tip I heavily agree with is that there should be “24-7 conversation monitoring for clients and offer rapid response within 24 hours”. This could be said true especially when there are negative comments online. PR practitioners should be monitoring all of their client’s web pages to negate these negative comments and try to shed some light and positivity instead. Backing up this opinion, this Cision article wrote that they have noticed that one negative comment can attract so many more negative responses thus turning one comment into a full-scale PR crisis. In addition to monitoring social platforms at all times, a PR expert should also address the problem stated in the negative comment clearly and as soon as possible. Whether the company has all the details of the allegation or comment right away, it is important that the company addresses the problem right away to show that they still care about their audience and they do care about their social responsibility. By showing that your company/client cares about their audience can strengthen their reputation, along with yours, in the end result. Real-time marketing refers to using marketing strategies on your target audience during the event taking place to help make your audience want to participate and join in on your campaign. An example of this is using social media for real-time marketing. Facebook Live can be a great tool to help audiences see what is going on at an event and make consumers feel more connected and more willing to participate with a specific campaign. The Women’s March used Facebook Live to show the speeches made by celebrities and the march itself to people who couldn’t be there in person. The audiences at home watching the Women’s March take place were still actively participating in the campaign because they were commenting, watching, and donating money to the cause. Due to real-time marketing, the Women’s March was successful due to its target audience in real-time and real-time marketing.
Morgan's Moment 