Facing the truth: How Facebook and other social media impact public relations

I read an interesting study today addressing the impact of social media on the practice of public relations. Donald K. Wright, Ph.D., Professor of Public Relations/Director of Development for Boston University and  Michelle D. Hinson, M.A., Institute for Public Relations, discovered that in 2009 the tide shifted to where public relations professionals agree more that social media has had a large impact on the practice.

According to the study, An Analysis of the Increasing Impact of Social and Other New Media on Public Relations Practice, 93% of the 2009 respondents spent part of their average workdays with some aspects of social media. In addition:

• 85% believe social media complement traditional news media.
• 92% think blogs and social media influence coverage in traditional news media.
• 88% believe blogs and social media have made communications more instantaneous.
• 72% agree or strongly believe social media has enhanced the practice of public relations.

The 574 respondents did say that they expect traditional media to be more honest and ethical. Fewer than half (41%) hold these same expectations for blogs and other social media.

Although we see companies slowly adopting and adapting to social media in this region, it has not impacted communications professionals as much as the east and west coast. There are also differences for business-to-business and business-to-consumer companies in the social media arena. B2C professionals will undoubtedly use it more readily.

So, what do you think? Has social media impacted your public relations efforts? If so, I’d like to know how.