In addition to the faster flow of information, social media also changes the relationship between PR professionals, journalists and consumers. Journalism and PR professionals are currently in a 'triangle relationship' in which the consumer plays an important role.
This relationship enables PR professionals to be in direct contact with the consumer, gives the opportunity to share information and to realize influence, control and reach. On the other hand, the consumer expects a dialogue that PR professionals must respond to. The new relationship also provides for change for journalists, especially in finding sources and in signaling what is happening in society. latvia phone number list In addition, they can use social media to exert pressure on organizations.
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