Social Media in Modern Public Relations - Taking control of your narrative in the Digital Era.

Abstract

Public figures and organizations are unwillingly tasked with setting examples, maintaining a stature, and are ultimately faulted for their failure to meet the standards or expectations of the general public and/or consumers. For this great reason, public figures have no choice but to practice transparency or impose a strategy to maintain their positions in the media given its volatility. A number of literary works have suggested that the digital era has since made these tasks much more complicated than one would expect as social media, its ability to influence the general public, and the access it provides for all people to participate in media discussion and portrayal determines more of the successes and failures of aforesaid individuals. When timelining and comparing the eras of public relations practices and the narrative control before and after the adoption of social media, as well as studying modern examples of celebrities and the impact social media has had on their careers, it can be accepted as fact that social media can certainly work more in favor of the public figure than not.