Through ages the marketing sector has seen a tremendous growth in public relation, it’s functionality, it’s operations, it’s ultimate goal, etc. After all market is an uncertain field, nobody can anticipate what would happen in the very next moment. But keeping up with the pace is also important as to keep one’s business organisation growing and flourishing. Likewise public relations has been adapting itself with the never-ending changes of the corporate world since its origin. So today we will talk about how public relations has coped up with the virtual era.


Public relation has never been easy for any organisation. Not everyone is blessed with the art of convincing, approaching the public. But it becomes easy when there is a third party or a mediator. Earlier when there was no internet, social networking platforms, news channels, etc a public relation specialist would reach out to the customers with the help of press, media, newspapers, etc. Which was not only time taking, but also required a lot of effort and reach.

As the time started passing by, new technologies and developments evolved leading to a better and hassle free means to promote the brands and it’s products.


The 21st century is a new turn in the book of public relations. Everything and everyone is on the internet. It is just a tap away. Just like that public relation too has shifted to the internet and adapted itself with the new evolving virtual era.

Here are some of the ways how public relation has taken over the virtual era.

Owning a brand’s narrative through effective influencer engagement

With the internet in everyone’s hand, any piece of information can spread like a wildfire in today’s time. But it may happen that the news spread is just a rumor or even if it is a reality people may or may not believe in it. It may start looking like you have lost all your control over your own content. To regain that command, one must keep in mind to take help of an influencer. They would not only assist you in promoting your brand but on the same hand they will keep a check that it leaves a positive impact on your ultimate customers. Afterall all the power lies in the hands of an influencer with millions and billions of followers.

Keeping check of Social Banter & Online Reputation Management :

Today everyone is the king or queen of the internet. With everyone being capable of operating social media, it is the new trend. Ultimately social media has taken the place of press media, newspapers, etc. In today’s era social media is enough to keep you up to date with the new trends and current affairs. And that is the ultimate reason as to why listening to customer’s reviews and feedback online has become a crucial part of every business. Business organisations value their customer’s reaction and react in a way likewise. This results in two outcomes. Firstly, the businesses get a chance to improve their goods and services and secondly, they also get a chance to maintain a positive brand image in the corporate world.

A Significant Digital Growth of Public Relations

We all know that public relation is an earned media. But with the commencement of the virtual era, it is becoming more of an earned social media. Just like how earlier the companies used to organise events, hold interviews, publish advertisements, etc. now it is more like maintaining lists of social influencers, creating various business accounts for different purposes, responding to online audiences, etc. In order to grow, one will have to go with the flow.


In conclusion, I would say that Public Relations have gone through some of the major changes in and out. Over the time period, it has evolved and developed adapting with its changing market environment. We all know, Public Relations is all about storytelling. With the time passing by the medium to pass on the ideas and thoughts may have changed but the very basic concept and way of communicating with the public through storytelling has not changed at all.


Twenty7 Inc. is a creative communication PR Agency with 360-degree solutions for integrated brand building of the business/ clients. Deciphering the clients and their target audience, we devise customized innovative strategies that best suit the requirements of their business and fetches the desired result of establishing them as ingenious thought leaders in the sector. We at Twent7 Inc. have a very practical disposition and staunchly believe in adapting to the changing scenario of the market. Likewise, the narrative of the storytelling/ message is shaped to deliver exclusive results that stay relevant to the brand and also their audience.

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