My handy dandy “The Media of Mass Communication” MC 2000 textbook by John Vivan gives a good broad definition of “public relations” as a persuasive communication tool that people can be used to motivate other people and institutions to help them achieve their goals.
To define social media would clearly carry some scrutiny because everyone’s opinion varies, but here’s my (@wbreaux) best shot- the art of building relationships with your audience through two way conversation and intriguing interaction through social media platforms. (There ya go! if you disagree tell me your definition)
So the rumbling question at least in my PR community is “Do PR and SocialMedia compete or complement each other AND are PR practitioner’s best suited to perform/strategize for #SoMe?”
Just as over reaching marketing efforts launched #SocialMedia (@brsocme), public sentiment and disfavor with big business brought forth the PR industry.
Here’s what I think:
As a PR practitioner and a SocialMedia strategist, the two definitely complement each other when it comes to a company reaching its ultimate communication and sales goals. In its purist form, PR can assist an organization in managing and controlling its perception. PR can effectively put out a burning fire caused by a bad reputation. I find PR also utilizes the mass media more than #SocialMedia to convey messaging and build awareness. I love Public Relations and all that it stands for, but SocialMedia is a totally different horse that requires a different set of skills.
SocialMedia is truly an art form that requires a delicate dance of conversation and interaction to initiate true two way communication directly with a target audience. In a matter of seconds, a message can be sent out to thousands of followers, friends and fans and you can instantly receive a response. SocialMedia allows an organization to build a “real” relationship with its audience based on trust, factual information and the notion that someone is always willing to listen (at least when done correctly).
I believe PR is similar to your front office of your company. You want to put on your best presentation; the office should be will kept and a few plants here and there to enhance the environment. But, social media is CHILLAXED, back room, bar simulating conversation that’s comfortable and generally not formal.
So if you ask me (which maybe you didn’t) there is a strong difference between PR and SocialMedia. Can PR practitioners effectively use SocialMedia? Absolutely, some can. But it should NEVER be assumed that a PR practitioner is inherently also a SocialMedia strategist.
Do you think PR and Social Media are complimentary and competitors?
I always equated the rise of public relations to go along with the rise of media forms. As various forms of media have become more and more popular, the need for public relations strategies has increased. So social media can't compete with public relations any more than newspapers or radio compete with public relations. What isn't working for companies in any sort of media today is a hard sell, punch-you-in-the-face type of tactic. Note how Dove uses real women in its commercials. As a journalist, I've noticed that the companies that get the best press aren't afraid of the media. That rule applies to social media, as well. Don't fear it, work within it, learn about it, do it yourself if you can. Then you'll know how it can work for you. Great question, Whitney! You're an asset to Baton Rouge and, as a blogger, you're now a journalist and a PR pro.
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