The traditional Public Relations professionals have always been trained to make use of conventional media like print and television in their communication strategies. The emergence of internet in the past one decade has changed the fundamentals in the communication strategies.

Presently, every country needs to communicate with other countries for many reasons. Out of 7 billion plus global population, nearly 35% are using internet. Western countries have the maximum penetration of internet. Iran has nearly 40% internet penetration and tops the list among the middle east countries.

Facebook and twitter have emerged as the top social media tools world over. Now Facebook has crossed 1 billion users. US and India top the list of facebook users. Though there are some restrictions in the usage of social media tools like facebook and twitter in Iran, it is estimated that around 2 million people use facebook in Iran.

Presently, the social media has started driving the mainline media also in all the countries. The effective use of social media by the PR professionals can enhance the reputation of their company or client. Social media can also be used for effective management of crisis.


In my speech, I will discuss how the social media can be integrated with other PR tools comprehensively.
K. Srinivasan,

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