Public affairs has rapidly shifted into the digital realm, where social media, data analytics, and strategic messaging now drive public awareness and policy influence. Throughout my career — from grassroots advocacy campaigns like My Black Vote Counts to nonprofit initiatives at the YWCA and public sector roles with the Alabama Department of Corrections and the City of Denver’s Office of Children’s Affairs — I’ve seen how blending traditional PR skills with digital communication strategies is no longer optional. It’s essential.
Social media platforms, once seen as secondary to press releases, are now front and center for direct public engagement. While working with the City of Denver’s Office of Children’s Affairs, we leveraged a mix of organic and paid social media content, email marketing, and SMS campaigns to connect with stakeholders. These digital tools didn’t just increase website traffic — they directly boosted participation in community programs and events, making a measurable impact where it mattered most.
Traditional public relations tactics like media relations and press releases still play a critical role, but digital marketing amplifies their effectiveness. Tools like Meltwater and Brandwatch, which I’ve used across multiple campaigns, allow organizations to track public sentiment and media coverage trends in real-time. Fine-tuning messaging based on these insights transforms a standard press release into a powerful, audience-centered communication piece.
During times of crisis, the importance of digital strategy becomes even more clear. Managing social media communications for Vulcan Park & Museum during event disruptions taught me firsthand that transparency, real-time updates, and authenticity are critical for maintaining public trust. A well-structured digital response plan can be the difference between controlling the narrative — or losing it.
This understanding only deepened when I transitioned into my current role as a Public Affairs Specialist with the U.S. Small Business Administration. Working at the federal level, especially during a time when public agencies are under increased scrutiny and heightened expectations for transparency and responsiveness, has reinforced the importance of marrying traditional public affairs principles with modern digital communication strategies.
Today, digital marketing and public affairs are inseparable. Organizations that can harness digital tools effectively while maintaining the integrity of traditional PR practices will be the ones who successfully influence public perception, strengthen community trust, and drive meaningful change.
