By Josh Cline
Social media is a tool. It is a channel, like a newspaper or radio; a media channel and a communication channel. What does this mean for public relations practitioners?
One of the main reasons to hire a public relations agency is because they have the connections with the media, industry-knowledge and know how to communicate a message. They aren’t just relying on a media database, but have real relations or the know-how to build others. PR practitioners gain these relationships primarily through networking, whether it’s a cocktail party, industry event, or trade show. Public relations agencies succeed because of their personal relationships with journalists, other influencers and new relationships they know how to cultivate.