As the journalism and public relations industries continue to evolve and catch up with the times, social media has been at the forefront of the evolution. Social media networks such as Twitter, Instagram and Facebook have made it easier than ever to get a message across to a specific audience. The days of print media serving as the dominant news source are over. Now, at the click of a button, news and advertising, among other things, are readily available.

As Forbes contributor Robert Wynne states, there are three forks in the road of the public relations industry: Traditional PR, Advocacy PR and social media. Each one has its place in the field and large PR firms have the ability to use all three, but social media has become the dominant one in recent years. It makes sense that this is the case, as it is the most cost-effective option. Why pay thousands of dollars for the services of a seasoned veteran when an intern could accomplish the same thing on essentially a minimum wage salary? Twitter, Instagram and Facebook, among others, also have a very wide reach. In 2019, social media is arguably the most impactful form of communication. It’s only fitting that PR firms start exploring social media to reach a wider audience and drive down costs in the process.

The same goes in the journalism industry. Given the nature of the business and the world’s desire to have news delivered to them almost instantaneously, social media is more prevalent than ever. Why wait to read the newspaper in the morning when the article can be posted online, Tweeted out by an individual or publication and then shared for millions to see? Numerous newspaper outlets are dying out due to the evolution of social media and the desire for a digital product. Even large media firms, such as Gannett, have focused on expanding their digital presence instead of working to save their print papers, as Clay Shirky points out.

The audience has changed. The younger generations no longer want to wait for the news to be delivered to their doorstep when all they have to do is hop on a laptop, go on Twitter, Facebook, or another social media platform, and check out the day’s latest news. Especially in the sports media industry, fans and beat writers react as the action takes place. Game recaps, analysis and columns are posted within seconds of a game ending and there is no longer a “wait to see the box score in the morning” mindset.

People no longer want to wait for their desired product. They want it as soon as possible. Public relations firms and big-time news corporations are not deaf to this and have taken the necessary strides to ensure that they remain afloat. In only a matter of years, social media has entered the two industries and have taken them by storm. Essentially, it has changed the two industries as we know them into completely different monsters.