Why Social Media Is the Perfect PR Channel

The shift will come with a fair amount of tension as it takes place, but regardless of how much resistance the traditional players offer, the new priority for social media is PR.

I’ve worked in digital since the dark days when we still called it “interactive.” Things were simpler. There was no Facebook or LinkedIn. An integrated campaign (which was a new term) meant one that included search-engine marketing, e-mails and banner ads. These resources were mostly given as added value on a print buy or an occasional microsite. Over the course of my career, I’ve watched as social media emerged from digital, creating two distinctly separate disciplines.