As the digital landscape continues to evolve, the roles of social media managers and PR account managers have become increasingly intertwined, making it tricky to outline differences between the two fields which at some point in history were clearly outlined.
While these roles share some similarities, they also have distinct responsibilities and approaches.
Key differences:
Social media manager:Â A social media manager is focused on a brand’s social media presence across various platforms, to create or schedule social media content while engaging with the target audience through comments and messages.
From monitoring social media trends and analyzing performance metrics to running social media advertising campaigns, social media management carries much responsibility regarding any brands positioning.
Things get tricky when we rope in public relations into the equation.
Public Relations’ main focus but not exclusively so, manages a brands reputation and media relations. Daily tasks include developing and executing PR strategies, pitching stories to journalists and media outlets, while writing press releases and media advisories.
Building rapport with journalists is important, as PR’s role may in some instances be to monitor media coverage and respond to media inquiries. Core skills include crisis communication, storytelling, writing, and relationship building.
In recent years, the lines between social media management and public relations have become increasingly blurred. Social media has emerged as a powerful tool for PR professionals to reach a wider audience and build a brand’s reputation. As a result, PR account managers often find themselves managing social media accounts alongside traditional PR activities.
However, the rise of social media has also led to the question of whether traditional PR roles are becoming redundant. Social media managers can now directly engage with audiences, build relationships, and manage crises without relying on traditional media outlets. This has led some to argue that the role of the PR account manager may be diminishing in importance.
While PR account managers still play a crucial role in managing relationships with traditional media, their focus may shift toward digital PR and influencer marketing. By leveraging social media and other digital channels, PR professionals can reach a wider audience and generate more impactful results.
Ultimately, the future of PR will depend on how effectively PR professionals can adapt to the changing media landscape and leverage the power of social media. By combining traditional PR techniques with digital strategies, PR account managers can continue to play a vital role in helping brands build their reputation and achieve their communication goals.
