????公關(guān)部門已經(jīng)開始承擔(dān)這樣的任務(wù)，創(chuàng)建品牌內(nèi)容，并投入大量資金推動在一些平臺上的發(fā)布，比如Facebook的Promoted Posts、Twitter的Promoted Tweets和Outbrain的Amplify。

????現(xiàn)在，公關(guān)握有重要的數(shù)據(jù)來影響重大的決定。雖然把事情描述得天花亂墜于事無補，但公關(guān)部門可以幫助一家公司選擇展現(xiàn)什么樣的公司形象。曾幾何時，客戶的反饋只能來自焦點小組、問卷調(diào)查和客戶熱線電話。如今，客戶反饋通過社交媒體大量涌入，主要都得由公關(guān)部門負(fù)責(zé)監(jiān)測。精通這類數(shù)據(jù)的公關(guān)人員將能影響產(chǎn)品、市場定位和其他高層決策。

????現(xiàn)在，公關(guān)終于等到了可以評估效果、建立強有力關(guān)系、規(guī)?；约耙螳@得更多預(yù)算的時候了。大多數(shù)媒體（社交媒體）最新創(chuàng)新突出了公關(guān)、而不是廣告的強項。如果這個行業(yè)能夠正確應(yīng)對，公關(guān)部門可以獲得像廣告部門一樣多的尊重和預(yù)算。

????幸運一點的話，甚至可能出現(xiàn)以公關(guān)人為主角的熱播電視劇。

????格里高利·加蘭特現(xiàn)任Muck Rack首席執(zhí)行官，Muck Rack是為記者和受媒體關(guān)注公司提供服務(wù)的社交網(wǎng)絡(luò)。他還共同創(chuàng)立了最佳社交媒體獎Shorty Awards。目前，加蘭特為幾家初創(chuàng)公司擔(dān)任顧問，同時也是TechStars初創(chuàng)公司孵化器的導(dǎo)師。?

????譯者：楊智

????Public relations now has meaningful data to influence big decisions.?There's still no use in putting lipstick on a pig, but PR departments can help a company choose what kind of animal it becomes. There was a time when customer feedback came only through focus groups, surveys and customer support calls. It now floods in through social media, which is tracked primarily by PR departments. A PR executive with a strong command of this data will be able to influence high level decisions on product, market positioning and more.

????The time has finally come for public relations to measure its results, build strong relationships, scale its efforts and demand big budgets. Most of the latest innovations in media -- social media -- play to the strengths of public relations rather than advertising. If the industry plays its cards right, the public relations department could command as much respect and budget as the advertising department.

????With a little luck, maybe there will even be a hit TV show about a PR pro.

????Gregory Galant's the CEO of?Muck Rack, the social network for journalists and companies in the news. He's also the cocreator of the Shorty Awards which honors the best of social media. Galant advises several startups and is a mentor in the TechStars startup accelerator.?