Discuss the opportunities and challenges that social media brings to corporate media relations.
What will be an ideal response?
The corporate world is a hot topic in traditional media as well as social media. Examples of social media include Twitter, Facebook, Instagram, and YouTube. Social media allows PR practitioners to speak directly to target audiences, without interference by a media gatekeeper. However, there is also no gatekeeper to prevent unwanted posts by “citizen journalists” who post stories that may or may not be factually based. The ability to communicate directly and interactively has made media relations a 24 hour-a-day job. Stakeholders expect communication that is authentic, two-way, honest and candid. PR practitioners must manage the organization's online identity and reputation.
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