Modern Communication tools vs. Traditional Communication tools

In the last decade there has been an advancement in technology that really is quite unfathomable. It is important to be aware of all of the ways technology can be employed and use it to the best of your personal ability. There is a vast world of technology that an individual may not be equipped to understanding it in full. That is okay, because we have the opportunity to learn and exercise the use of technology to the best of our ability. Studying the art of communication through public relations has really enhanced my ability to learn about technology and how it has advanced throughout the years. Before social media became the most efficient way to serve the public, traditional outlets consisted of newspapers, television and even the radio. Printed press releases were also a very common tool on how to reach the media. These are very much still adequate sources and can still be used properly today. However, especially being in the PR and marketing world, it is all about efficiency. Nowadays just simply having the opportunity to have an Instagram or Twitter page simply produces publicity itself. Modern communication tools focuses on timeliness in my opinion. But it truly has to in order to keep up with how fast pace the digital world is today. Now there are blogs, websites and even Youtube channels that can instantly display information about a client that a traditional press release could not do. Another aspect to consider is that traditional PR is more one-way communication and modern is two-way. Now, we can instantly receive feedback. Traditional and modern day communication both can get the job done, however now we simply just have an easier way of distributing information because of technology.