The world of public relations has changed in the last 15 years and these giant PR firms have reinvented themselves from scratch. For those old, indomitable PR companies that haven't been able to compete or adapt to the new era of the Internet, they're no longer with us.
Everyone knows you make more money online, marketing, public relations, and advertising. Today's world is all about social media, where your information goes viral and online users accept your brand name as part of their identity. Public relations company will help you a lot.
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In many ways, it's the same basic strategy, but everything goes much faster online. Not that the old media is dead, after all, people still watch TV as much as they spend online.
Therefore, the ability of modern PR agencies is very different from before to do much with crisis management when the internet goes viral and moves at lightning speed. There are great ways to shape conversations and ways to get companies or corporations, politicians, or nonprofit groups to get more hot water.
Many PR agencies have staff working 24 hours a day, 7 days a day, washing the internet to name brands associated with them, or having contracts with companies. If someone talks negatively about a certain brand, then that person will join the network and post something positive or work to neutralize the situation from going viral the next morning.