New/social media and Public relations

The term new media refers to media which has became popular in current years. Now, media has evolved to social media which allows audiences to input their views as well in the situation. I think the main point of the readings are to highlight the importance new media plays in Public relations and how it can be used.

This evolution is very beneficial to PR as Public Relations is a field that aims to communicate to the customer, which is not easily done without knowing that exactly it is that the customer wants. In this manner, it can facilitate two-way symmetric communication with the Public relations firm and the consumer.

However, it also has it weaknesses if not properly utilized. The method of communication that is needed to gain a consumers trust is very important. In this sense, while new media is a good tool to use for PR practitioners, it is important to understand there is still a need for strategy and tactics in this field.