Chapter 17 Real-Time Public Relations



This chapter discussed getting your company or organization ready for real-time communication. Just simply performing the task of media monitoring doesn’t suffice for the impacts of the rapid growth of social media and its communication.

Complexity-This section gave different scenarios of a PR consultant living the dream in 1991. The consultant’s task for a campaign included contacting journalist and the simple things. In another scenario in 2012 the PR consultant is consumed with communication and media technologies and paying close attention to customer to customer communications.

There are so many questions PR consultant can ask, from “where should I listen and how should I make sense of it, and what demands a response and what should I say and when should I say it, and to whom should I say it and where should I say it, and in which format should I say it?” When these two different angles are compared, you can automatically assume the “massive complexity” against the consultant of 1991.

What does success look like?

This chapter points out the WHO, WHAT, WHEN, HOW of the public relations strategy and the success in real-time.

  • What? – Active listening.
  • Who? – The right member of the team.
  • How? – Adopting an appropriate tone of voice.
  • When? – Timely as the conversation demands.


Culture is a trait that is to be taken into consideration when establishing different communication influences with clients and brands. Knowing how to implement with the “team and personal goal alignment” of culture in real-time communication is essential.

In the end PR consultant must go beyond monitoring feedback of communication but be engaged in the “real-time” of it all.



Your Invited!!!

I remember when I use to get so excited to receive letters in the mail with my name on it, especially an invitation to a birthday party. Now, that doesn’t even exist anymore well at least its the last thing that pops into your head when you are inviting people to an event. When its time for a party and you want to invite all of your friends you run to social media networks to create the event, inviting all of your friends. The most popular site to do this on is Facebook, you simply create the event, give it a name, some details, location, when, and start selecting your Facebook friends who you wish to come.

There are tons of online event sites where individuals can go to create an event page and have others come to their site to register for that particular event. Eventbrite is also equipped to where you can visit the site and discover new events in your area. In an article on it gives insights to the 13 Best Free Event Listing Websites. Some of these popular event websites are Eventful, Zvents,,,, and,

As a resort of all the new sites for listing events, this has become the official way to invite friends and family to special events. This tool has also become a top benefit for businesses and their social media marketing. In a Jeff Hurt blog The Top Five Benefits of Social Media Marketing, is generating more business exposure, increasing traffic, providing marketplace insight, generating leads, and developing loyal fans. This all ties back into creating events on social media networks, from inviting followers to live chats, events in local areas, and inviting followers to receive different offers. Raising awareness and creating customer loyalty is the main goal of social media and event listing for businesses, organizations, and personal use.

Social Media and Relationships

SNS= Social Networking Sites

Just by reading the title you can probably already guess the road that I plan to go down. But I feel this is something that needs to be touched on and not many people want to talk about it, they just avoid the situation all in one. Well here I go……

“Social media is poisonous to a healthy relationship.”  In today’s generation, it seems as if no one really “dates” anymore. It’s either we’re “talking”, “kicking it”, “that’s my boo”. WHAT!!!!! Wait, what happened to the word boyfriend and girlfriend, clearly it doesn’t exist anymore. Males and females, hangout, shack-up, and do anything they can to get around the actual meaning of a relationship.

Most women run to social media sites to determine their standings with a guy. If he tweets about her subliminally a.k.a subtweet, @’s her in a tweet, post a picture of them two, or even re-tweets and likes what she posts, this classifies for “good standings.” This seems to be the only way to know how a guy feels about you. “In a survey, conducted on Facebook out of 1,000 respondents, 25% found out that their relationship ended via Facebook.”

Facebook, Twitter, and Instagram has become the start and the end to most relationships. Don’t get me wrong, there are/can be happy endings to social media relationships. For instance, the Couple That Fell In Love Over Tumblr, almost bought me to tears.


Everyone or for this situation every guy doesn’t plan a fairy tale ending, but this shows that there is hope. Unfortunately, based on the type of information a guy puts out there on SNS determines the status of the current girl that they are “talking to”. Most sites and articles that I have visited and read, recommends that in order to have a healthy relationship, you have to block each other from one another’s social media accounts. Personally this has worked. Most couples dating or in some sort of “relationship,” look to SNS as an outlet and source to vent or display themselves in an unfiltered manner. But when you think about it one should not have to resort to SNS in order to be themselves.

Now, I have no PhD. or a professional background in love/relationships, I’m basing this all off of personal experience, reality TV, and from seeing it with my own eyes with friends. As you have seen my continuous quotations around the various titles of relationships, because who knows what it is anymore. Social media has changed the American traditions of courting and dating to grow into a healthy relationship.

~Brittany Thornton

{52 Week Money Challenge} The Easiest Way to Save $1,000+

{52 Week Money Challenge} The Easiest Way to Save $1,000+.