As clients begin to learn more about social media, they’re going to want to learn more about how they can implement technologies like blogs, podcasts and social networks in their PR and marketing plans. The biggest stumbling block, of course, is controlling the message. When a company issues a press release, it’s all there in black and white. No back-and-forth. A blog post? You’ve got comments, you’ve got people providing their own opinions and linking back… And many times, what they have to say may not be what you’re looking to hear. The Buzz Bin puts it nicely:
A paradigm shift of this nature requires a 180 degree shift in approach. Businesses must resort to influence now, and understand that controlling the message is a luxury of times now gone. Further, this influence is based on trust, so more than ever true relationship building is thrust upon corporate America. This means they have to be honest, communicate, give as well as take (value for $), and be prepared for feedback.
The real challenge for those who provide PR counsel is to convince clients that this is an area worth participating in, and then allocating the proper resources to do it right. Not only do we need a 180 degree shift in approach, but a 180 degree shift in perception, as well.
Thanks, Eric. Yes, it’s a challenging and exciting time for our profession, but I think the very nature of it will make PR become a better industry in general. Spin won’t fly as far…
I agree 100% - It’s very exciting! As I progress in my career, I look forward to devising strategies that recognize the new world of PR we now live in.