The Impact of Social Media on the PR Industry

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The emergence of social media has transformed the Public Relations industry, facilitating two-way communication between customers and businesses. This shift presents both opportunities and challenges for PR practitioners, who must adapt to new engagement methods. The research explores these developments, aiming to provide insights on effectively navigating the evolving landscape of communication. It emphasizes the growing significance of Public Relations as an organizational function in light of these changes and offers guidance for practitioners to leverage new media opportunities.