Professional activity of a PR specialist in the field of social work

Abstract

The technological leap of the 21st century has profoundly affected the way society communicates, receives, uses and disseminates information. The media space has undergone significant changes, which has made traditional PR tools no longer effective, and the work of PR professionals needs to be updated. The rapid development of technology and social media is forcing us to take a fresh look at the communications and PR industry. Recent years have been marked by a transformation in the practice of PR professionals and agencies, as company management has realized the importance of new communication opportunities for brand and organizational development. The Internet has provided experienced PR professionals with many tools for establishing a dialogue with a wide audience and has become a valuable resource for companies and organizations seeking transparency in their communications. The Internet and companies' intranets have fundamentally changed the marketplace and the way we interact with our stakeholders. New social media facilitate two-way communication where everyone can participate in the exchange of opinions, ideas, knowledge and visual content. Thus, social media is changing the one-way model of brand communication with the public, opening up new ways and channels to connect with various target groups. It is important to note that, according to many professionals, the main difficulty that social media creates for organizations and PR professionals is the loss of control over the information flow. However, conservative leaders who continue to unsuccessfully try to control the message are losing relevance. The purpose of the study is to analyze the literature, to reveal the issue and to identify the features of the use of innovative PR technologies in the field of social work. In the course of the study, the following methods were used: analysis and synthesis of theoretical literature, empirical observation, as well as elements of the experiment to determine the impact of a PR specialist in social work. The results of the study show that the professional activity of a PR specialist in the field of social work is extremely important and multifaceted. It goes far beyond simply informing the public about the activities of social services and organizations. In the conclusions, having reviewed the sources on the topic, the idea was formed that a PR specialist in this field is a key communicator who contributes to the formation of a positive image, attracting resources, raising awareness of social problems and supporting clients.