It is news to no one that the world of public communications and, therefore, of public relations, has changed dramatically in the last two decades with the rise in popularity of the internet and particularly in the last decade with the growing ubiquity of social networking.

But even after such platforms as Facebook and Twitter became important enough that most people in the PR business felt they needed to be there, few thought they would ever dethrone print, broadcast, direct mail, outdoor advertising and point of purchase as a primary means of communicating with customers or prospects or of getting a message out to the masses — and not just to teens but to consumers of all ages.

Yet for some, social networking has done just that. It is no longer just a peripheral activity for many corporations and organizations engaged in consumer outreach but has become their principal focus.

That is true for several produce commodity groups, among them the California Strawberry Commission.

Carolyn O’Donnell, communications director for the commission, told The Produce News March 5 that she had recently had a conversation on that very subject with Jodi Reinman, the commission’s PR and social media manager, and they agreed that social media is no longer “some odd thing off to the side that we do also. It is the thing that we do, now. It is what we do day-in and day-out.”

One benefit of social media that other channels of communication do not offer, she said, is “that you actually get to talk to people. They ask questions, and you can answer them. So it is more about being able to engage with consumers and not just deliver information to consumers.”

At the commission, “we are looking at an integrated marketing and public relations and public affairs program, and basically we are focusing on 365 days of California strawberries,” O’Donnell said. The message is that “every day of the year, strawberries and the farmers who grow them contribute to making your lives healthier.”

In its 2014 program, the commission is using mom bloggers and health professionals “to help spread the good news about California strawberries,” with a focus on four specific time periods, each with its own theme.

The first, launched coming into March, is National Nutrition Month.

As of early March, on the home page of the commission’s website (californiastrawberries.com), right under the “California Strawberries” logo in the upper left hand corner, is a “Find us on Facebook” image, with a “Like” button and the message, “Discover new and delicious recipes, contests and much more.” Just to the right, and dominating the page, is the headline, “March is National Nutrition Month.” Visitors are invited to click on a “Find out more” button to “get expert tips, new recipes and enter the Le Creuset giveaway.”

The link leads to a page with a tantalizing photo menu of recipe categories and, below that, the “Just Add Stawberries” feature recipe of the day. Immediately under the recipe, the visitor can view details on the “Just Add Strawberries Giveaway,” ending March 31, in which four winners will receive a Le Creuset Skinny Grill, with the instructions to “Log in with Facebook” or “use your email” to enter.

Next up, said O’Donnell, is National Strawberry Month, which is May. Then in June and July, “we will be focusing on taste of summer and summer entertaining and ways to feature kids” during that time when most youngsters are home from school for the summer.

Health will again be the focus in November for National Diabetes Month, she said. “This ties in with our registered dieticians network. We are working with David Grotto, who we have worked with for several years,” as well as Sylvia Klinger and Mitzie Dulon, all of whom will be actively promoting the health benefits of strawberries throughout the year.

In addition, “we now have blogger ambassadors,” O’Donnell said. Each month a different blogger will present a specially developed strawberry recipe for the month and will also help with promotional activities for that month. Along with that, “we will be doing some kind of giveaway every month.”

Public affairs are also integrated into the program, she said. “A big part of that is helping to educate local and state elected representatives and community leaders in California about the positive contributions that strawberry farming brings to the state and the community.”