Social media has had a significant impact on the field of public relations (PR). According to Forbes, social media has given everyone a huge increase in opportunity and has removed the restrictions of traditional PR, allowing for seamless communication between organizations and their audiences. Social media has a wide reach and is immediate and noisy, providing an effective tool for communicating breaking news.

Social media has also changed the way PR professionals handle crises. Social media campaigns require proactive management by PR professionals to best manage a crisis situation. Exhibiting emotional intelligence helps to show authenticity and empathy when the world is in upheaval. Social media has changed the way PR professionals communicate, making digital strategies essential for all communicators.