I recently wrote an opinion piece for CorpComms magazine to help in-house communicators feel more comfortable using social media. In essence, my argument is that social media ‘principles’ are not that new and that PRs should be used to the concept that you cannot control how your output is eventually used.
When you create strategies, think about how social media can enhance (rather than replace) your existing PR activity. When you create stories and issue news think about ‘shareability’ and make it easy for people to spread your message.
For a long time, I have been treating key influencers almost in the same way as journalists because I know that they have significant reach. The same principle should apply to bloggers and influential social media users.
I concluded by saying that PR is still about building relationships and it is still about people. If anything, social media is actually putting the ‘public’ back into public relations, and moving it away from simply media relations.
You can read the full version here.Read More