Social media is not replacing public relations!
Despite the fact that some companies are shunning public relations (PR) and focusing solely on their social media, doing so is a mistake and shows a serious lack of understanding. PR can contribute up to 40% of organic SEO (Search Engine Optimization) compared to 12% for social media and just 4% for blogs. Social media and public relations must complement each other!
Public relations agencies’ primary role – to forge links between clients and influencers – remains. Journalists also have a key role to play, despite the difficulties and severe cuts that this profession has suffered (more than 30% of journalist positions have been eliminated in recent years!). We will undoubtedly see the paper versions of newspapers and magazines disappear, with the online platforms of these same media taking over. Here again, platform and media fragmentation is continuing.