There seems to be two camps when it comes to incorporating social media into the public relations service offering – those who understand it, embrace it and who have already accepted its importance (the futurist – it’s a word, I checked;) and those who see social media as a menace (Ostrich) – a lesser communications tools to the print media and which has no real substance.
I’m firmly located in the ‘futurist’ camp and therefore believe, where appropriate social media platforms, including social networks, have an important part in today’s and tomorrow’s public relations arena.
I’m not saying social networks applications like Twitter or Facebook must be applied to everything – the same creative considerations used when planning a traditional media relations campaign need to be applied when planning social media activity – in some cases you will find social media takes centre stage and in other situations it acts more like a support mechanism, or not used at all.
That said, I still come across people within the industry who have a natural resistance to social media? Why do they find it necessary to create two separate camps – over egging the whole public relations profession – ignorance?
The public relations profession is a mix of services that create, maintain and protect a desired perception – in my view. Public relations is not all about press releases, nor is it all about social media – it’s what ever it has to be at the time!