The relationship between Twitter and media relations

Social media is now larger than evertwitter for PR, with the vast majority of people holding accounts on at least one social media platform.  However, there have been many social media networks that haven’t stuck around for more than a few years; remember Bebo, Friends Reunited or MySpace? Just about? We all thought they would be around forever, but now with the industry evolving at a pace like never before, what will become of the platforms we all know and love today?

Twitter is in the top 10 most visited websites in the world and, with over 200 million users, is one of the largest social media platforms. Previous social media channels were used for finding lost friends, chatting and being ‘social’ online. This is still a fundamental aspect of social media today but the way we use the media is constantly changing and Twitter is very much at the forefront of this media evolution.

Twitter has unlocked so many communication opportunities, which have now become the norm. Most businesses today have a Twitter account in which they can communicate in a personal, informal manner. It means they can gather market intelligence and use it as a PR platform to improve their relations with other businesses, the media and more importantly with their customers. As Matt Goulart, founder of, once commented: “Social Media is about the people! Not about your business. Provide for the people and the people will provide for you.”

Many who work in the media communicate via Twitter instead of picking up the phone or sending an email, which illustrates the biggest leap in media relations; you are often more likely to receive a faster response talking to someone on Twitter than by email, due to its usability, easy to read interface and ability to be read just about anywhere, thanks to tablets and smartphones.

Twitter has made it easy to connect with people in a quick, straight-to-the-point 140 characters style. As we all know, it’s not just for media relations, as it’s a great tool for quickly sharing news and information across the world, which is typically faster than traditional news outlets. Some generations use Twitter more than Facebook to engage with people, which demonstrates how different age groups interact with each other.

So, to summarise in less than 140 characters: I think Twitter is here to stay for a long time – until the next platform comes along anyway!

This blog post was written by Bonnie Mackenzie. She was with us on a work placement in October.


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