Public Relations, at its heart, is about community. How images, products and people are perceived in our modern, consumerist world; the relationship of one to another; how they communicate, what they say. If you were to go into the street and ask a person what they think when they hear the word ‘community’, there’s a good chance you’ll get a raft of responses that mention the words ‘Social media.’

Yes, in the twenty-first century, community means the internet, and the internet means social media. Public relations as an industry is changing, contorting around the social media sphere in which Twitter, Facebook, LinkedIn et al account for vast swathes of web traffic.

Public relations gurus traditionally targeted their community using the medium of print; adverts and stories in newspapers and magazines, while more expensive campaigns launched in the broadcast sector. Billboards, pamphlets, conferences and marketeering were also vital strategies in the PR world, means of commanding or swaying public attention and building up goodwill. Hence there is a rise in these types of jobs in media.

But has social media engagement taken over those practices?

One thing is for sure - the world is changing. Micro-blogging sites have made instant connection with consumer’s easy, and public opinion less difficult to mould. Entities whose goal is to communicate with customers, vendors and the media, are taking to social media soapboxes to network.

Where raising publicity for a person, brand or product was once a costly endeavour, social media networks such as Twitter allow you to host events, network with peers and rivals, chat and generate enthusiasm. Press releases can be quickly distributed to the masses via easy-to-use digital mediums, replete with photographs and interactive advertisements. Reporters can follow each other on social media platforms, liaise and share notes, while press release directories can be accessed on-demand.

While the industry as a whole is rapidly evolving, the PR world is still largely anchored to traditional media. But with social media platforms expanding rapidly, who can say what channels PR will channel into over the next few years?

The level of influence and scope attached to social media is unparalleled. While 800 million users favour Facebook, there’s almost 200 million on Twitter, and two billion YouTube videos watched per day. This is a potential goldmine for brands wishing to communicate their identity and values. Special offers and discounts can also be pitched via social networks, though content is generally a mix of sales tools, news services and entertainment. All the leading PR agencies have staff working full-time in social media, enhancing reputations, ‘organically’ spreading the word and reinforcing their clients’ brand identities. With many employers now focusing on being positions such as graduate marketing jobs available within the job market.

A strong online presence not only helps snare new customers, but helps retain valued ones too. Conversation amongst fans and product users can be stimulated by the agency or brand, and complaints can be dealt with swiftly and efficiently.

So what does this mean to those seeking a career in media?

Well, if prospective employers are marketing themselves online, a good idea would be to follow suit and market your own brand using the same tools.  If social media is the new PR, embracing its potential and using it to your advantage seems a smart way to get noticed.  Engage your ideal employer just as they engage their customers; communication works both ways, after all.  Attract their attention with a self-orchestrated PR campaign and pretty soon you could be running theirs.

Barry Magennis blogs on marketing jobs, social media and field sales jobs.