Social Media from a PR Student’s Perspective

What is Public Relations?

The Canadian Public Relations Society defines public relations as:

Public relations is the strategic management of relationships between an organization and its diverse publics, through the use of communication, to achieve mutual understanding, realize organizational goals, and serve the public interest.
(Flynn, Gregory & Valin, 2008)


I have been studying Public Relations through the University of Victoria, and I will graduate in June. I hope to become a Public Relations Specialist within the year, so yes, I am looking for a career change.

What I have found very interesting between this course and my Public Relations courses is, the main focus is two way communication. The basis for Public Relations is to engage, listen, act on your findings, and serve your publics through two way communication. Public Relations is low cost, and social media is a low cost medium to reach your publics.

Comparing Public Relations to Marketing, Marketing is or has been focused purely on the push method, or one way communication. We learned about this in Lesson One how marketers approach their target audience by defining their market, telling them what you think they want to hear, and getting the message to them. Social Media is making marketers change their way of reaching their target audience, by adapting the Public Relations’ perspective.

I am here to learn a more in-depth understanding of each platform, and to be able to use each to their full potential. I realize social media changes daily, but I will come out of this program with a better understanding in social media.

This has been a new challenge, and I was briefly introduced to blogs during one of my Public Relations’ courses.

I will take what I have learned and apply it from a Public Relations’ Perspective-two way communication.

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