With the emergence of new social media, it has effectively improved the way public relations professionals carry out their tasks of building and establishing a brand or company. Now, it is easier to raise awareness and promote your brand to the general public through social media, rather than normal promotional tactics. You would think that allowing anyone to have their voice heard on social media would be detrimental to a profession. With the increase in technology; It's common for someone to discover news on their phone. Social media has 3 benefits that PR professionals use to improve brand perception: “Free” sites to advertise and promote, build short-distance relationships with your audience, and increase brand visibility. your brand, your company or your product. Social media is as much about relationships as it is about tactics and techniques. A strong human element in your brand will help customers trust your credibility and point of view. It has become imperative for journalists, businesses and organizations to use Twitter, Facebook or Instagram to spread breaking news faster and promote their posts. You can update your schedule every hour about an event, new item, community involvement, etc., and easily spread your message. Throughout my article, media addiction and uses of gratification theories will be used to get my message across. The pieces of material used in my literature review will help prove that social media is used as a huge advancement tool by public relations to improve the perception of a brand. Below is a chart showing all the different effective social media sites that are commonly used. Statistics show that the 2 most effective sites are Facebook and Twitter. Eight out of ten companies are connected in the middle of paper......the paper was very useful for my research. These days, public relations professionals are increasingly reliant on social media to accomplish their tasks. Since social media has a multitude of effective benefits, it is important to ensure that it is executed correctly. Social media platforms such as Facebook, Twitter and Google have progressed in their relevance. The beauty of this field is that much of the world's population is connected in one way or another. PR and social media have somehow become partners. With the help of social media, public relations professionals can accomplish their tasks successfully and efficiently. This article has proven that there are 3 benefits to social media used by public relations professionals. “Free” sites to advertise and promote, build short-distance relationships with your audience, and increase visibility for your brand, business, or product..