Since the early days of public relations, the strategies and tactics utilized by PR professionals have changed many times. This is usually due to changes in technology, culture and public opinion. One early form of PR took place when nations around the world fought to abolish slavery hundreds of years ago. Another early form of public relations includes propaganda used by the U.S. and Germany during the world wars. The one similarity shared among all PR strategies is the need to spread a certain message and change public opinion, and the tactics that help to carry out these strategies change frequently.
A person who understands public relations should also understand the ongoing changes that occur in the media and PR world every day. For example, traditional PR tactics merely sent a message to key publics, and left it up to their publics to interpret the message and form their own decisions. Modern PR tactics are usually more conversational than traditional ones. Social media is a perfect example of this because it allows organizations to interact with their customers on a deeper level. Organizations can receive feedback from their key publics while also sending out their messages quickly and efficiently.
All PR professionals should understand how changes in PR strategies affect them and find a good balance between traditional and modern tactics. The press release and several other traditional PR tools are still relevant in the present day, so it is important for PR professionals to understand these. It is also important for professionals to understand modern PR tools like blogs and social media. The introduction of tools like blogs and social media allow PR practitioners to develop a more accurate and personalized message to send to their audience. Creating a more personalized message makes it easier for PR professionals to relate to their publics and create a positive image for their organizations
Broad Magnolias have utilized both modern and traditional forms of media in our campaign to raise awareness for Youth Oasis. Our team has utilized both print and digital media to help raise awareness for the organization and help them to continue growth and development even after we graduate from LSU. I believe that a truly great PR professional knows when it is best to utilize both modern and traditional media. When this concept is understood by an organization, it is easier for their PR practitioners to reach more than one audience.