From the Blogosphere
Social Media is Redefining PR
"Social Media" vs "Traditional Public Realtions" discussion continues
By: Liz McMillan
Jul. 15, 2009 11:00 PM
"Social Media" vs "Traditional PR" discussion which was fueled by two recent blog posts by SYS-CON Media founder Fuat Kircaali; "Is the PR Business Extinct?" and "Will PR Firms Survive The Social Media Avalanche?" continues.
Publicity is the act of getting “ink,” but true PR is the strategic crafting of your company’s story, according to Jack Hadley, corporate storyteller and founder of Cowork Utah, a social media workspace in Orem, Utah. Snapp Conner PR hosted the recent clinic in which Hadley shared his strategies with members of the Utah Technology Council (UTC).
Hadley noted that according to marketing guru, Seth Godin, only a few companies have a publicity problem, but nearly every company has a PR problem.
“Social media is further blurring the lines between PR and marketing,” Hadley said. “Social media is a phenomenon that is creating new mediums great PR firms and marketers can use to tell a strong story and to be remarkable.”
Hadley describes the difference between traditional marketing/PR and social media as “push vs. pull.” Traditional PR methods involve the push methods of getting news to the press and to potential customers. However, social media introduces new “pull” tactics for helping customers engage with the company how and when they want to.
For companies just getting into the concept of social media, Hadley defines a continuum that starts with the company’s website, proceeds to blogging, then to “Microblogging” (through venues such as Twitter and YouTube), to social networking (primarily Facebook and LinkedIn), to the possible creation of a custom branded network, as a company’s needs and skills with these new interactive mediums progresses. In short, Hadley concludes that skillful use of social networking allows companies to engage with customers in the ways the customer most wants to engage, bringing PR practitioners the means to not just broadcast a company’s message, but to tell a great story as well.
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