The Evolution of PR in the Digital Age Quiz

Evolution of PR Practices and Tools

• In 2008, a PR practitioner forecasted the changing duties in PR and emphasized the need to be a "pre crisis doctor" rather than a "spin doctor."
• A PR professional's responsibilities include preventing negative situations from escalating and getting out of hand.
• Social media is primarily used by marketing teams for community management, direct consumer response, and surfacing feedback to differentiate brands.
• Social listening involves extracting key insights from social conversations to inform a company or brand's overall social media strategy.
• Social listening is used to monitor and correct misinformation, such as during natural disasters like wildfires.
• Social media's impact on business has led to the demand for more visual elements, especially video-based content.
• Video has become the dominant form of content on social networking sites, with live streaming and ephemeral content gaining popularity.
• Augmented reality, chatbots, and 360-degree videos have also made an impact in PR and marketing strategies.
• More news sources are using multimedia to tell stories, and visual elements are crucial for PR representatives to attract media attention.
• Mobile devices have shifted content consumption, with live streaming events becoming the norm on platforms such as Facebook Live and Twitch.
• Messaging apps and chatbots have surpassed social networks in usage, with chatbots being used for automated engagement and customer service.
• Online PR focuses on good communication, listening, relationships, and providing relevant and high-quality content to the right audience at the right time, emphasizing transparency and honesty.