With the growing popularity of social media, consumers have been given another platform, a viral one, to discuss companies and their products/services. While the primary goal of public relations has always been to foster communication and goodwill, the firm also promotes publicity for its clients. With the shift from traditional tools to more sophisticated tactics such as video press releases, webcasts, blogs and social networks, public relations has been able to transform its effectiveness in just a few years. Any business that does not include the use of social media misses the opportunity to gain valuable insights into their brand and also misses the chance to spread their message on a platform that reaches