In her book Social Media and Public Relations: Eight New Practices for the PR Professional, Deirdre Breakenridge illustrates eight new skillset that public relations experts require to make brands and involve clients in a social world. She also illustrates how to combine technology and communications in a more efficient manner, how to cultivate insights into how clients perceive and construct their brand relationships. In this book we learn from her that through public relations we can be able to avert a crisis in communication within the organization and with the customers. We can also be able to eliminate communication milestones and implement a communications crisis plan that can be implemented instantaneously ("Public Relations: Eight New Practices for the PR Professional").
In another article by Brian Silos he teaches participants how to identify the different opportunities that are there and also help them comprehend new trends in the public relations industry and also how to succeed when taking new endeavors. He also inspires and motivates participants to capture new opportunities and potentials. He also help organizations bring their teams together by helping them define their new purpose and mission. The author also inspires his participants adapt to the changes around them by helping them look at the world from a new and changing perspective. From the article we learn how to come up with strategies and public relations campaigns that are relevant in real-time in the changing world. His research as well as the books are useful as they assist the management of organizations as well as other people to better understand the relationship evolution of technology and it effect on individuals, helping in innovation strategies, leading brands that are connected to new markets ("About - Brian Solis").
In the article How Public Relations Is Earning Its Place in 2016, the author talks about how public relations is playing a very important part in the marketing mix though it is incorporated rather late in the organizations plans ("PR 2.0 Defined"). The author also says that public relations should be seen as more than a supporting role and that it should take the lime light in the organizations plans. In the article Coldwell Banker Chief Marketing Officer Sean Blankenship says “There is no better discipline than this in today’s transformative and interactive marketing landscape.” This highlights how important the public relations discipline is to the ever so changing world. It also highlights how the discipline is on the rise and emphasizes that for companies to have a competitive edge they should invest in it. Public relations can help a company amplify or magnify their ideas to the public which helps consumers have a better understanding of the company and their products or services. Through public relations ideas can be spread more quickly and efficiently. It says that an effective PR campaign can be an effective weapon in combating high spending rivals giving them a higher competitive edge ("PR 2.0 Defined").
Another article highlighted How Public Relations Efforts Should Look like a Military Assault, the author emphasizes on the importance of having a public relations department in which he compares it to an air assault that provides air cover to its troops on the ground. He says good Public relations will help a company attract new markets and even sales. PR in this case acts as a backup to your claims. A good PR will catapult a company to the limelight and will make consumers believe in your company and this also makes them more comfortable dealing with you. PR he says, will support your marketing campaigns and help legitimize you in the market. The article emphasizes on the aspect that one should put greater content on want he or she wants but there is no authority so as to back up the claims the promises may tend to ring hollow (Cutler, Zach and Read more).
In another article the author stipulates that the PR discipline helps in bringing experts together who in turn share their knowledge and skills. In conclusion from the articles PR is on the rise and for companies to have a competitive edge against their rivals they should invest in it. Also from the articles to be a good PR practitioner one must be able to listen and be energetic in conversations that help create a much stronger relationship which is mutually beneficial to both us and the consumers and at the same time adapt to the changes in the market as it also plays a vital role in the marketing mix. The customers of an organization tend to understand that marketing involves various channels and that experiential spaces as well as digital spaces were as a result of magnification by the public relation (Stein, Lindsay).
Work cited
"About - Brian Solis". Briansolis.Com, 2017, http://www.briansolis.com/about/
"PR 2.0 Defined". Deirdre Breakenridge, 2017, http://www.deirdrebreakenridge.com/pr-20-defined/.
"Social Media and Public Relations: Eight New Practices for the PR Professional". Deirdre Breakenridge, 2017, http://www.deirdrebreakenridge.com/my-books/social-media-and-public-relations-eight-new-practices-for-the-pr-professional/
Cutler, Zach and Read more. "How Your Public Relations Effort Should Look Like A Military Assault". Entrepreneur, 2017, https://www.entrepreneur.com/article/287655
Stein, Lindsay. "How Public Relations Is Earning Its Place In 2016". Adage.Com, 2017, http://adage.com/article/cmo-strategy/public-relations-earning-place/302060/.
