February 18, 2009

Shooting Holes In PR 1.0 Practices

Posted in Social Media at 10:17 am by R

Ragan Communications did an excellent interview with David Pogue of the New York Times which helps shoot holes in a lot of PR 1.0 practices in light of the emergence of social media.

Watch the interview here.

The message is basically: if you don’t participate in social media conversation, you’re going to miss out on all conversation pretty quickly.

For many of PR practitioners there’s a lot of fear with accepting these new-fangled practices. In the 1.0 world, we were on top sending our message down to the masses. Now, with social media, we are all on the same level. There are as many messages coming back at us as there are strategic messages being sent out.

This lack of control is a reason for real fear for many communicators. But the benefits in participating and being transparent in the process are HUGE. It gives us an opportunity to speak as well as listen. That feedback is critical! That feedback helps us tailor our messages and speak more authentically to even more targeted audiences…how is that bad?

Sure, you may have to deal with a few “You suck” comments now and again. But now we can engage them. It’s not a faceless voice in the crowd. It’s an IP address…so at least we can narrow down the part of the country that dissenting voice is coming from. 🙂

Another reason for the fear is the technology associated with new programs, networks and functions. But there’s so much information out there on how to understand all of these applications that there’s no reason not to stay moderately up to speed.

Plus, programmers know that usability is key. Most of us aren’t tech geniuses and they know it. So to limit headaches all the way around, the functionality seems remarkably similar to many word processing programs. And those that aren’t have really big buttons and clear directions.

Social media knowledge is power! Be empowered.

As traditional media (Papers & Broadcast) continue to shift the bulk of their focus to the Web, so too should we! Relying on the tools of the past will only do a disservice to clients and (perhaps more importantly) our business models and livelihood.

We must, must, must be experts in this emerging media and extract the fear out of it for our clients and potential clients.

Welcome to PR 2.0.



1 Comment »

  1. Jacklyn said,

    Great article! Thanks for posting the article and the interview. So true that lack of control can be a huge factor in companies/organizations choosing not to adopt social media with open arms.

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