<P> Messaging is the process of creating a consistent story around: a product, person, company, or service . Messaging aims to avoid having readers receive contradictory or confusing information that will instill doubt in their purchasing choices, or other decisions that affect the company . Brands aim to have the same problem statement, industry viewpoint, or brand perception shared across sources and media . </P> <P> Digital marketing is the use of Internet tools and technologies such as search engines, Web 2.0 social bookmarking, new media relations, blogging, and social media marketing . Interactive PR allows companies and organizations to disseminate information without relying solely on mainstream publications and communicate directly with the public, customers and prospects . </P> <P> PR practitioners have always relied on the media such as TV, radio, and magazines, to promote their ideas and messages tailored specifically to a target audience . Social media marketing is not only a new way to achieve that goal, it is also a continuation of a strategy that existed for decades . Lister et al. said that "Digital media can be seen as a continuation and extension of a principal or technique that was already in place". </P> <P> PR professionals are well aware of the fact that digital technology is used in a practically different way than before . For instance, cellphones are no longer just devices we use to talk to one another . They are also used for online shopping, dating, learning and getting the most up to date news around the world . </P>

What is the job of media specialists in a public relations firm or department