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PR and Social Media
September 2009 | Volume 7 Issue 9
Social media has upended traditional PR tactics. It’s no longer sufficient for PR practitioners to send messages out to a handful of reporters; they must now also build relationships with hundreds of bloggers and Twitter-users. In this issue of CW Bulletin, our experts reveal how traditional PR skills, like storytelling, can merge with new tools such as the social media release to create an effective social media PR strategy.
Natasha Nicholson
Executive Editor
Amanda Aiello
Associate Editor |
Features
CONNECTING PR AND SOCIAL MEDIA
by John Patella
For professional communicators, social media is like a new, wild river born from the converging streams of public relations and marketing. A good social media campaign requires the traditional PR skills of telling engaging stories and building positive relationships with constituents, and a marketer’s knack for knowing and finding “the buyer.”
SOCIAL MEDIA RELEASE
by Shel Holtz, ABC, IABC Fellow
The press release is evolving.
The age-old public relations tool, once crafted as fodder for print journalists, is now being applied more to the online world. A recent study by the Society for New Communications Research (SNCR) found that most releases now target consumers and customers directly, rather than through the filter of the news media.
SOCIAL MEDIA ETHICS
by Linda Pophal, ABC
As PR representatives and journalists for individuals and companies learn more about the benefits of Twitter and other forms of social media, questions are arising about how—and how not—to present information.
SOCIAL MEDIA STRATEGIES
by Morgan Leu Parkhurst
I recently attended a panel discussion about how social media has affected public relations. I admit the experience was eye-opening. Truth be told, the awe-inspiring moments didn’t happen because I gained new insights. They came because I was reminded of what it really takes to work with the media—no matter the medium.
SOCIAL MEDIA AND HR
by Gerry McCusker
Social media sites offer a range of opportunities for communication, marketing and networking. But employees’ unfettered online engagement can be bad for business and potentially injurious to their employment and career prospects.
Columns
Does Twitter Belong in Your Company’s
Marketing Mix?
by Natalie Canavor and Claire Meirowitz
Unless you’ve been living in a cave on a deserted island for the past few months, you know that Twitter is a free, 140-character messaging program that lets people “follow” friends and strangers, and lets them be “followed” by people they know and those they don’t.
Do you still see Twitter as a fun game? Could it be of use to you as a communicator if you run a business, freelance, or work in a corporation or professional firm?
At the Heart of Technology, Communication
by Nancy Shawver
I guess it’s stating the obvious to say that web technology is nearly ubiquitous now. It’s at critical mass, like electricity—an expected, necessary and nearly overlooked resource that we depend on for our daily work, entertainment, social connections and emotional release.
- “Boto Mo, iPatrol Mo (Patrol Your Votes),” ABS-CBN Broadcasting Corp.
- “Hallmark Journeys: Encouraging Words Along Life’s Way,” Fleishman-Hillard and Hallmark Cards
- “Walk the Talk to Sustainable Growth: Blog Blast ’06,” The Coca-Cola Co. with Burson-Marsteller and SagePath Inc.
Communication in the News
Related Resources provides additional articles and resources for understanding this month’s topic of PR and social media. You can also find some of these links alongside each corresponding feature article for quick reference. Links include:
- “Social Media Is the Responsibility of Public Relations,” by Jason Falls
- “Will Sponsored Tweets Survive?” by David Spinks
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This issue sponsored by:
Walden University is an accredited online institution that for more than 38 years has provided an engaging learning experience for working professionals. Our mission attracts extraordinary professionals, all sharing a common desire to make a positive social impact.
The College of Management and Technology offers undergraduate, graduate and doctoral degree programs including a B.S. in Communication, M.B.A., M.S. in Leadership and Doctor of Business Administration.
Interested in sponsoring an issue of CW Bulletin? Find out how to become a sponsor. |
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