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Adrian worked in New York in advertising and PR for several years before he returned to Australia to set up his own business, Believe Advertising, 16 years ago. Internationally experienced with a proven track record of creating and implementing cut through PR and advertising campaigns that exceed clients’ goals, Adrian is a graduate from Sydney University with a Bachelor of Economics (majoring in Economics and Marketing).

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Adrian Falk

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Introduction- Being able to reach a favorable amount of the public and promoting a product, is a layer that comes with public relations. Often, Public Relations agencies (or the business itself) look for ways to grow its brand. Seeing into the current day, social media certainly is an option that companies can look into. With its main usage being a platform to share anything, making the transition to being active on social media seems to be indisputable.

To Connect With Influencers Abroad-When exploring throughout most social media platforms, what’s to be noticed is the incredible amount of diverse users from different brands, groups, companies and more. All within a click away, it can be said that it’s much easier nowadays to interact with other people from completely different locales. As in the past, being certain distances away would lead to hearing of other influencers difficult (or in some cases impossible). But in this current age, being able to connect with influencers abroad lets your company have the option of a collaboration. Which could lead to a partnership that could benefit both parties.


To Promote/Deliver Content-Looking online at social media, you can see that a crux of its purpose is to share with others. As with public relations, brands or influencers often look for ways to reach large groups of people to spread their information and or content. With social media, it’s been realized that with methods such as “hashtags”, your content can be tagged to other posts that lie under that same name. Sometimes even simply posting and being lucky enough to have the right person share it can lead to busy traffic on your original post. On social media, the speed of how fast messages can travel from person to another is what makes it unique to any other strategy of promotion.


To Respond And Manage Real Time Situations And Interactions-When dealing with customers or supporters of your product, showing them quality service is top priority always. In certain situations, feeling as if they (the customer/supporter) has been wronged somehow by the company, it's typical for them to voice their opinion on the situation. Depending on how the situation occurred, who voices it, or by the chance of how it spreads, the message can spread quickly amongst communities. Though, if the company is very active on social media it’s very possible for the company to catch wind of this and respond to the matter just as fast as it grew. Having the ability to react and respond quickly can be incredibly useful as the company can extinguish or resolve real time issues before it takes a shape that can hurt business. But as it can assist with curing problems, speedy responses can also help the other way. Interacting and showing interest in the everyday people who support the company can go a long way in making them feel satisfied. Whether it’s simply sharing those who use your product and showing appreciation, responding to harmless questions, or just being interactive with them, all of it is easier through most social media platforms.


Get The Feelings/Opinions Of Everyday People All The Time- Collecting data and creating analytics from the public is a common task amongst public relations. Understanding (or following) potential customer’s demands, feelings, opinions etc is important to a business, as they want to know more about how they can fulfill the public’s needs to maintain or forward business. While on social media, in a space where many normal everyday people connect with each other, it’s been made easy to gather this information. Sharing freelanced thoughts, questions and expressions are welcomed on most social media platforms. By keywording smartly in search bars, you can find people discussing topics that either tie into your product and or business, or find them directly talking about it. On these platforms you can see how the business is portrayed in everyday people’s eyes. You can take notes from their comments and go on to use their quotes to either improve or sustain in house production an or quality. With this method it allows businesses to understand their community/public/audience efficiently, as sometimes in person info gathering (like surveys) or tedious sales/data tracking can be exhausting (especially when in certain situations the public might not cooperate or numbers can either be inflated or simply too huge to accurately deduce ).


To Keep Tabs On Competitors And Be Aware Of Trends- Being that social media is a platform for sharing, it’s natural that products and brands alike come up frequently, creating competitors for your business. By keywording and filtering your searches, keeping tabs on these brands/companies providing similar service to yours is easy. Having this advantage, a business can begin to construct plans to retaliate, a plan that may include improving/changing their own product. While also updating yourself with the competition, being made aware of certain trends amongst the public can be of use as well. Seeing how the public reacts and latches onto a certain trend, your business can use this as an opportunity to ride the momentum of the trend by fitting in with something already popular.

As Public Relations continues to prosper greatly due to people having better opportunities to connect, create and start their own brand or business, simultaneously social media continues to grow and evolve as well. At certain times, in certain routine’s of people’s life, these platforms (or applications) are integral parts of work. So undoubtedly, social media will grow and become even more ingrained in a strategy of public relations, to possibly one day making it completely necessary for a brand or business to take part of.