Social media has radically changed the public relations industry.

In this article, communication professionals discuss the challenges and opportunities that social media has had on PR.

Let’s focus on some of the opportunities.

Social media provides more ways for us to get to know our audiences. Not only can companies listen via social media, they can engage with the very people they’re trying to target. Businesses can use social media to forge and improve customer relationships, create brand advocates, and respond more quickly to complaints.

And while PR practitioners may no longer have a full day to respond to a crisis, social media allows us to respond more quickly, through more channels than ever before, and even tailor those messages according to each audience.

Social media has become an integral part of most public relations strategies. It will be interesting to see what the next ten years will have in store for this powerful combination.

How do you think social media has changed the public relations industry?