Online Social Media & Public Relations

In the world of the 24 hour news cycle, smart phones  and online social media sites such as Facebook & Twitter are such professions such as Public Relations really required for modern day businesses/celebrity?

As a student of Public Relations I think that PR is necessary now more than ever. With the realm of celebrity in particular,being in constant communication via Twitter with their fans, there is now no "buffer" between the two, which can lead to a negative conversation and ultimately damage their "brand".

Crisis PR can be used effectively in this instance, using the forum that may have highlighted the problem in the first place. As a PR professional you can effectively and quickly, using media sites such as Twitter communicate your message to a specific cohort of followers.

Also, with the cost implications being low (salary only) Public Relations can utilise these sites to their full potential for their clients.