Acquiring know-how for the digitalization of PR
PUBLIC RELATIONS This trend isn't new, but it's becoming more pronounced. PR is increasingly taking place online. Whether through social media, forums, or blogs, companies send out countless messages online and are constantly being evaluated across all channels. They need to be able to handle this flawlessly. Continuing education helps.
Public relations today takes place more and more on digital channels. Further training in this area is therefore crucial.FROM ROBERT WILDISpending hours combing through the huge archives of city and university libraries was still part of the work romanticism of millions of students around the world 15 to 20 years ago. Journalists also climbed into dark vaults, rummaging through old newspaper issues to "arm themselves" with background information for new research and articles.Today, things are different. Information is obtained quickly and easily via the Internet. Within seconds, Google spits out a wealth of data that used to take several days to research.Digital share becomes dominantJust as the Internet has influenced the workflows of students and writers, it is also shaping developments in the corporate world. Communication and information still take place in printed and traditional form. What originated with the beginnings of the World Wide Web in the mid-1990s took its course over the years with the emergence of press portals, forums, blogs and social media. Public relations work increasingly and directly via the web.Online topic omnipresent in all coursesOn the one hand, multichannel options offer companies a lot of potential to communicate almost around the clock, to cultivate their image, and to keep themselves in the public eye. On the other hand, the permanent connection to the outside world also puts them under constant observation and makes them more vulnerable to attack.example: The CEO of a listed company posts a private but innocent comment on Twitter while on vacation. This is promptly picked up by the media on the transparent Internet and turned into an inglorious smear story. The CEO loses his job and the company suffers considerable financial damage. It can happen that quickly.Preventing risk with further trainingNot only top executives, but all managers and especially media and PR representatives of large corporations are exposed to such risks. The only way to be protected is to keep an overview in every situation and to constantly improve your skills in dealing with online media.The entire text with various training tips as a PDF for download: MK Magazine, Education, Issue 12/2013
