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BizReport : Social Marketing : May 01, 2015

40% of public relations workers use, but do not engage with, social media

Social media has become a key tool of public relations workers but, according to a study from Cision UK in association with the Canterbury Christ Church University, few are engaging via social media or responding to comments.

by Helen Leggatt

In today's public relations environment, social media is widely used. The study found that more than two-thirds of PR professionals use social media on a daily basis with Twitter, LinkedIn and Facebook the most popular platforms.

The most important PR uses for social media are promoting content and reposting content among three-quarters of professionals. In fact, social media has changed the relationship with journalists with less relying on them to get their story out.

However, despite its benefits for public relations workers, Cision's "Social PR Study 2015' found that 40% do not respond to media queries on social media.

"While PRs use social media mostly for promoting and reposting content, the study found that there remain a high number of PR professionals who are not responding to comments, posts and discussions from media and consumers," said the report. "This seriously questions whether PR professionals are implementing the idea of a conversation to its full potential or just using it as a vehicle to promote their existing work."

Image via Shutterstock

Tags: PR, public relations, research, social media

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