The beauty of the digital world for PR is that its gives us valuable tools to create these conversations. I see the digital world delivering three benefits to the PR sector.

1. Firstly, the capacity to communicate with all of your target audiences at the same time. Online communications reach consumers and customers at the same time as they do the media.
2. Secondly, the opportunity to create a real and recorded two-way conversation, which will highlight both the good and the bad in an organisation’s relationship with its customers, prospects, employees and stakeholders. This gives the communications process considerably more value as it allows companies to gain insights into customer behaviour and attitudes towards products and services – what they like and what they don’t like.
3. Thirdly, the ability to truly measure the impact of your communications – quickly, simply and affordably – demonstrating once and for all that PR can directly support business development and sales.