New Media PR: The Good, Bad and Ugly

Pimpin’ [PR] Ain’t Easy

by Kathleen Mongero on 05/27/2010

networkingIn the words of Snoop Dogg, it ain’t.  Public relations, like most industries, is constantly evolving due to factors such as the economy, advances in technology and new generations entering the workforce.  The tools made available to us through social media have even opened up a whole new genre within the industry and are forcing us to re-evaluate some of our strategies. Luckily, however, there are a few tried truisms that won’t be going anywhere and that are worth mentioning, especially in this day and age where traditional and new media cross paths.

You have to be willing to network

Social media is great and all, but no one gets to be good at PR sitting on their couch and throwing out @ replies to people who actually have the good sense to get together in person. Instead, combine the two and go to fun networking events, such as the Triangle Tweetup hosted by @Bronto on June 3.

We are nice … and helpful

Yes, there’s a difference. I was recently at an event where there was more than one PR firm present, and in lieu of attempting to join forces, their representative spent the day avoiding us like the plague and actually working contrary to our efforts while we smiled, greeted and directed media, and held it down on Twitter all day. Fail. Rule of thumb: if one of us looks incompetent, we all look incompetent.

We don’t do “social media marketing”

You can argue with me all you want, but advertising and PR are not the same – no backsies-double-stamp-times-infinity, I win. One of the challenges in PR today is learning how to straddle the fine line between blatant marketing and brand management using social media, and it’s a hard job – as is convincing your clients – to separate the two.  We try to utilize social media to start conversations with our clients’ stakeholders and customers and give them information they actually want. You’d be surprised how far a little two-way communication goes. Just ask @briansolis

So it’s not as easy as it looks, and it is about holding on to the big picture. How are you doing it?

Photo Credit: David Armano