Now that you've seen the interviews for my dissertation I conducted with Heather Yaxley, Shelley Fletcher-Bryant and Annie Bowden, here's the next one.

Below you’ll see the responses of Rob Brown. He has worked in PR for over 20 years and for over fifteen years held senior PR positions within three major global advertising networks: Euro RSCG, McCann Erickson and TBWA. He launched his own business ‘Rule 5’ in MediaCityUK, Manchester in November 2012. Rob is the author of ‘Public Relations and the Social Web’ and is joint editor of the forthcoming 'Share This Too'. You can check out his blog here http://prandtheweb.com/ and follow him on Twitter @robbrown.

Q: How do you think the emergence of social media changed PR? Is it a positive or a negative impact and why?

It has changed PR considerably. A core element of PR has traditional been media relations. The media has evolved and so must PR. From a structural point of view there is more dialogue and more peer to peer communication and PR must engage with and learn to influence these conversations. From a practical point of view media is generally richer and more distributed. In the past our content was mainly test (press releases) and images. No we need to consider including more video and linked content. PR people are even learning to share HTML code.

With the growth of digital media and the online space becoming a primary source of information there has been a serious shift towards digital communications, which have provided the PR practice with a number of opportunities. Today PR professionals have a new set of available tools to use not only to deliver messages, but also to properly engage with audiences.

Utilising social media for PR purposes has now become one of the major new tools to directly connect the business to the consumer. By making use of social networks such as Facebook and Twitter PR pros can engage and build relationships with publics. What’s more, the power of social media lies in two-way communications, which means that people are able to publish their own stories and to talk back to brands, allowing PRs to engage in a conversation. Such a dialog can be extremely beneficial, as it helps to find out what customers and other stakeholders think, believe, want and need, i.e. to perform ‘free’ research. Getting such feedback offers enormous opportunities to gather ideas and develop new products, services or stories.

With people now spending the majority of their time online on social media PROs can effectively reach target audiences at the times they are most active on the relevant platforms.

By engaging in two-way conversations and fostering relationships on social media on behalf of a client digital PR activities can help build or improve a brand’s reputation as well as identify brand ambassadors, but also promote products and services and thereby increase brand awareness. Direct, real-time conversations furthermore allow PR professionals to shape public opinion instead of just reacting when negative situations arise.

At the end of January music retailer HMV saw itself at the outburst of a serious social media crisis. Company employees were live tweeting their own mass redundancy from the brand’s official Twitter account @HMVtweets, using the #hmvXFactorFiring hashtag (which is still quite popular). The tweets went viral in a number of seconds and got thousands of retweets and mentions.

For about 30 minutes before it was stopped, the tweeting was telling the world what was happening behind closed doors – more than 60 employees were pulled into HR and got fired just like that.

Funnily enough, the tweeting also announced in public the apparent lack of understanding for social media by HMV’s Marketing Director who asked “How do I shut down Twitter?” (Just another example how traditional marketers still don’t take social media seriously…)

After publishing two of the interviews for my dissertation that I conducted with Heather Yaxley and Shelley Fletcher-Bryant, now it’s time for the next one.

Below you’ll see the responses of Annie Bowden. Annie is a PR & Communications Officer at the Royal Society of Wildlife Trusts and is also a freelance PR Consultant. She has worked with a wide range of people from professional sports men and women to students, company directors to community projects. You can find her on LinkedIn.

Q: How do you think the emergence of social media changed PR? Is it a positive or a negative impact and why?

I think social media has forced PRs to sit up and take notice of the digital world and the impact of its activities within it. The PR industry now has to be even more reactive than ever before – before services like a bad news story for your company/client would hit the next day, giving you time to think about managing the situation and what you were going to do to combat it. Now, a story can be both live and viral within minutes, cutting down the time in which you are able to manage the crisis. This can, of course, be a good thing too and something that PRs can use to their advantage if they are savvy in their use of social media tools, particularly Twitter.

Following the social media and marketing trends for 2013 it is clear that visuals will be a major driver of the communications and storytelling activities of brands. We can already see a number of companies who have put some great efforts into utilising visuals as a marketing tool to effectively capture people’s attention and engage with them. Visual content is therefore without doubt the new black – just as I’ve said in an article I wrote for Muddywall.

This shift towards visual content has provoked another powerful trend – the rise of infographics.

In another article for Muddywall, I highlight that leveraging infographics can help brands extend reach, drive traffic, improve SEO as well as increase social sharing and engagement.

There’s a simple reason behind why infographics provide so many opportunities – people are naturally more drawn to visual forms of communication than having to read lengthy text. What’s more, being presented with data in a visual way allows us to more quickly and easily perceive and understand complex information.

I personally love infographics! I’m sure you’ve noticed that already, considering how many infographics I’ve shared here and the fact that I myself created one, which summarised the survey findings of my dissertation.