PR and social media is a strong interest for Carrot Creative. We work with PR agencies all the time discussing social media strategy for some amazing clients. We realize that PR has completely shifted with social media.. Campaigns now include Facebook, YouTube & Flickr as line items. Pitching reporters on Twitter is not uncommon and blogging has become a necessity rather than an added item. Social Media Is the Responsibility of Public Relations.
So, when I came upon an op-ed today from Greg Galant, fellow DUMBO-ite talking about how Twitter “saved” public relations from PR—I was interested. (First off—PR didn’t need to be saved from itself, it needed time to adjust to the changes like everything else.) Greg goes on about how major brands have used Twitter to be the face and respond almost instantly to complaint, comments on questions using Twitter. He also focuses on how executives have delegated all communications tactics to PR people limiting their interaction. Fine. But he also notes that we should move away from PR interaction when it comes to social media communication (especially on Twitter) because “the voice of many corporations has lost its humanity.”
Don’t get me wrong—not ALL communication should be done via PR pro, but there is still an opportunity and need for this to be done in a right way. I still think you need SOMEONE to discuss a communications strategy when taking a first step into unknown territory. Otherwise, it could lack focus, direction…or mishaps. (Yes, Whole Foods I’m talking to you) While Twitter has worked for JetBlue, Comcast, Zappos—these executives were pretty tech savvy from the start. And, I’d be surprised if a comms person wasn’t brought into at least one of the earlier conversations. If not, props to them but it’s not the normal case. What about the executive that has never used Facebook, YouTube or Twitter but realizes that there is a need to be involved? Are you going to just say “Go have fun!” NO. You’re not.
Social media tools, while definitely a place that needs to be tried by the person can be a scary place to jump into. If you’re not sure of what is needed, bringing on the PR/comms team to help for the initial discussions can be extremely helpful. They’re the ones that have been watching this space for awhile and realize the importance of two way conversation, thus making it easier to walk through the step by step process. After a few months, the executive should be comfortable enough and under the realization of how to do it themselves. But, unless they’re ready to represent an entire organizations messaging via Twitter—hold off and work with someone.
You won’t be looked down upon. You’ll be looked at as someone who wants to get it right.
