As the social media evolution continues, businesses want to engage in social media, and more than just blogs. The challenge for communicators isn’t necessarily learning best practices. It’s offering a unique, integrated blend of new social media, marketing and public relations services to the marketplace. Rather than throw-up a long ridiculous term, I have been shortening the many descriptive terms in this evolutionary offering to a simple description of “Social PR.”
Social media has forced contemporary media to become 1) much more accountable to its readership and 2) extremely trend oriented. This fifth estate trend has also introduced a new level of dialogue between customers and the companies that serve them. Consider that:
* Message control is gone
* Media outlets predominantly cater to the communities, not the companies, and want great trend-based info to serve those communities
* Ethics and transparency are increasing musts. Companies will be held accountable if they are caught wandering from the pathâ€¦
The way we react to social mediaâ€™s impact is by moving away from message control, and getting back to creating value for the community served by the newspaper (or TV station orâ€¦). This is social PR. As Rich Becker likes to remind me, this is not really a new thing, just good old fashioned, principle-based communications.
These principles apply across tactical outreach. Whether that’s delivering a phenomenal speech, a good blog post, an intelligent social network application or a great newspaper pitch.
Communicating directly to the stakeholder or through the media, give them the information you have as a subject matter expertâ€¦ The information that the community values, wants and needs. That’s what social PR really is: Socially intelligent, relationship building communications integrated across new and old media forms.
Generally speaking, reporters respond to this kind of pitch. This is no different than the general precepts used to create an editorial mission for a blog or social media campaign. And thus done well, Social PR is integrated across tactics.
This thinking is not new, but it has become lost in the past twenty to thirty years. Perhaps public relations is an art. So many practitioners donâ€™t get it. But in my mind social PR is just the modern form of old-fashioned public relations: creating goodwill by being a contributing, participating member of the community.