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April 24, 2006
Does public relations have any business in social media?
Jennifer McClure, Executive Director, Society for New Communications Research wrote in Bulldog Reporter last week that not everyone sees the connection between public relations and "blogs, podcasts, vlogs and other emerging forms of media."
Many believe that PR should not be involved at all. However, this wariness may stem from the perception of PR as the “keeper of the message.” PR is not meant to be about creating static messages in a vacuum, and it is not synonymous with media relations. But for too long, this seems to have been the general assumption—not only of clients and management, but also of many in the PR industry.
Public relations is about forming and nurturing relationships with the public.
It's a good article, but it kinda misses the real skill set of PR people.
I would say that what's working against us is not the perception that we're keeper of the message so much as the perception we're keepers of one relationship -- with reporters. One might flip that coin and argue that, even if media relations were all we do, it's a great skill in the new media world. PR professionals understand releasing messages to some very tough third parties -- intelligent, critical, analytical and sometimes biased individuals -- reporters, analysts, etc. We know what it is to carefully craft a message, put a bow on it and deliver it with much fanfare, only to see our sleek new message crash in the daily newspaper. Some may call that a vacuum and it is -- a machine that will strip off any chrome that isn't bolted to the frame of your fantastic rocket. You really don't get too many static messages to fly with reporters or analysts or, now, bloggers. So who do you want on your side in a blog storm?
Posted by Bob Brin at April 24, 2006 4:54 PM
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