Comments on: Exploring Relationships Between Social Media and Publicity http://prtini.com/exploring-relationships-between-social-media-and-publicity/ Collaboration, Integration, Social Good. Tue, 15 May 2012 22:45:06 +0000 hourly 1 http://wordpress.org/?v=3.1.3 By: The PR Education Revolution :PRBreakfastClub http://prtini.com/exploring-relationships-between-social-media-and-publicity/comment-page-1/#comment-1721 The PR Education Revolution :PRBreakfastClub Fri, 25 Sep 2009 04:05:37 +0000 http://prtini.com/?p=688#comment-1721 [...] very smart Heather Whaling asked on her blog Wednesday whether social media begets mainstream coverage. Now, for me, that gets my attention, [...] [...] very smart Heather Whaling asked on her blog Wednesday whether social media begets mainstream coverage. Now, for me, that gets my attention, [...]

]]> By: keithtrivitt http://prtini.com/exploring-relationships-between-social-media-and-publicity/comment-page-1/#comment-1720 keithtrivitt Thu, 24 Sep 2009 17:19:39 +0000 http://prtini.com/?p=688#comment-1720 Hi Heather - I think you're spot on that having a strong online presence - both from your own corporate site, as well as within other relevant sites and social networks - is certainly going to help businesses be seen and heard by reporters and bloggers who are doing research through various search engines. I think the interesting idea going forward (and one that, personally, I would love to explore more) is to completely throw the whole PR educational system (e.g. how PR is taught in college) on its head by drastically underscoring the teachings of the traditional outreach methods (which, from my experience, are quite out-dated and out of touch with the current PR/media scene), and instead, focus more on how a company's online presence affects every part of their media exposure. <br><br>What I think I'm proposing here is an idea of dropping the whole traditional PR education, and creating a more balanced "communicator" education program (note: that's not communications, which I think is slightly different in this context). Because to me, that's really what we are now, and when we start to buy into that and truly understand our role as a communicator of a company's or brand's core business and consumer values, I think we will have a much easier time getting over the jitters about blogger outreach and what role online communications plays in the company's overall media exposure. <br><br>Once you accomplish that, a whole new world of media opportunities will open up for you, IMO. Reporters, bloggers and other online media will begin to find you, your comments, services, products and expertise through a constantly growing stream of social sites, and from there, opportunities for continued media outreach will hopefully abound. At least, that's what I would love to see happen. <br><br>@KeithTrivitt Hi Heather – I think you're spot on that having a strong online presence – both from your own corporate site, as well as within other relevant sites and social networks – is certainly going to help businesses be seen and heard by reporters and bloggers who are doing research through various search engines. I think the interesting idea going forward (and one that, personally, I would love to explore more) is to completely throw the whole PR educational system (e.g. how PR is taught in college) on its head by drastically underscoring the teachings of the traditional outreach methods (which, from my experience, are quite out-dated and out of touch with the current PR/media scene), and instead, focus more on how a company's online presence affects every part of their media exposure.

What I think I'm proposing here is an idea of dropping the whole traditional PR education, and creating a more balanced “communicator” education program (note: that's not communications, which I think is slightly different in this context). Because to me, that's really what we are now, and when we start to buy into that and truly understand our role as a communicator of a company's or brand's core business and consumer values, I think we will have a much easier time getting over the jitters about blogger outreach and what role online communications plays in the company's overall media exposure.

Once you accomplish that, a whole new world of media opportunities will open up for you, IMO. Reporters, bloggers and other online media will begin to find you, your comments, services, products and expertise through a constantly growing stream of social sites, and from there, opportunities for continued media outreach will hopefully abound. At least, that's what I would love to see happen.

@KeithTrivitt

]]> By: heatherwhaling http://prtini.com/exploring-relationships-between-social-media-and-publicity/comment-page-1/#comment-1719 heatherwhaling Thu, 24 Sep 2009 15:52:42 +0000 http://prtini.com/?p=688#comment-1719 Hey, Gabe, thanks for stopping by! I think you're off to a great start. Having spent some time on your blog, I think you've got a great story to share with the media. Taking a well thought out, proactive approach is the right way to go. Feel free to email me at heather [at] gebencommunication [dot] com -- maybe we can brainstorm some ideas together! Hey, Gabe, thanks for stopping by! I think you're off to a great start. Having spent some time on your blog, I think you've got a great story to share with the media. Taking a well thought out, proactive approach is the right way to go. Feel free to email me at heather [at] gebencommunication [dot] com — maybe we can brainstorm some ideas together!

]]> By: TJ Dietderich http://prtini.com/exploring-relationships-between-social-media-and-publicity/comment-page-1/#comment-1717 TJ Dietderich Thu, 24 Sep 2009 14:31:19 +0000 http://prtini.com/?p=688#comment-1717 Hey Heather, really nice to see this topic and I agree with everyone's comments about just being smart about blogger outreach. I'm not a "normal" PR person; I concentrate on social media, so my views are always a little skewed coming into a conversation like this. It may sound weird but at this point, what's the difference between the media coverage and social media success? I mean, would you rather have a media outlet talking about your company to the world, or would you rather skip the middleman and talk directly to the world? That's the question companies have to ask themselves. <br><br>What's exciting about right now is we can go after both traditional media coverage and social media coverage, but I think in the future the lines are going to get blurred. I agree that some may not be good candidates for talking to the world and having the world talk back, but heck, it's not like we're going to take a step backwards into Gatekeeper Land anytime soon.<br><br>As people get more and more used to talking directly to companies instead of hearing about them second-hand, they'll come to expect that relationship from all companies. Just something to consider, I guess, if you want to stick in people's minds. Hey Heather, really nice to see this topic and I agree with everyone's comments about just being smart about blogger outreach. I'm not a “normal” PR person; I concentrate on social media, so my views are always a little skewed coming into a conversation like this. It may sound weird but at this point, what's the difference between the media coverage and social media success? I mean, would you rather have a media outlet talking about your company to the world, or would you rather skip the middleman and talk directly to the world? That's the question companies have to ask themselves.

What's exciting about right now is we can go after both traditional media coverage and social media coverage, but I think in the future the lines are going to get blurred. I agree that some may not be good candidates for talking to the world and having the world talk back, but heck, it's not like we're going to take a step backwards into Gatekeeper Land anytime soon.

As people get more and more used to talking directly to companies instead of hearing about them second-hand, they'll come to expect that relationship from all companies. Just something to consider, I guess, if you want to stick in people's minds.

]]> By: Gabe O'Neill http://prtini.com/exploring-relationships-between-social-media-and-publicity/comment-page-1/#comment-1716 Gabe O'Neill Thu, 24 Sep 2009 13:51:00 +0000 http://prtini.com/?p=688#comment-1716 Hi Heather,<br>I am going to assume this is correct as more and more I see the power that social media wields. At this point I am doing my own PR due to budgetary constraints so I am somewhat of a novice lacking in key contacts. I have a fairly good Twitter presence and have worked hard at it because I do see the value. I also have fair traffic on my blog. I try to comment on others but not to the extent that I don't care what it is I am commenting on. My question is what do you think I should be doing in conjunction with what I am doing now? Or should I just be patient and wait for something to happen? Hi Heather,
I am going to assume this is correct as more and more I see the power that social media wields. At this point I am doing my own PR due to budgetary constraints so I am somewhat of a novice lacking in key contacts. I have a fairly good Twitter presence and have worked hard at it because I do see the value. I also have fair traffic on my blog. I try to comment on others but not to the extent that I don't care what it is I am commenting on. My question is what do you think I should be doing in conjunction with what I am doing now? Or should I just be patient and wait for something to happen?

]]> By: heatherwhaling http://prtini.com/exploring-relationships-between-social-media-and-publicity/comment-page-1/#comment-1715 heatherwhaling Thu, 24 Sep 2009 13:35:52 +0000 http://prtini.com/?p=688#comment-1715 I agree with you. I think the apprehension stems from a lack of self-education. If PR people aren't spending time on blogs and developing an understanding of the "blogging culture," it may seem like this foreign, intimidating medium. In reality, the same media relations best practices are applicable. <br><br>What I find interesting is that PR people are likely missing media opportunities by shunning social media -- whether that's blogger relations on behalf of clients, or helping clients establish their own social media presence. They're doing a disservice to their clients, in my opinion.<br><br>Thanks for commenting, Elizabeth! I agree with you. I think the apprehension stems from a lack of self-education. If PR people aren't spending time on blogs and developing an understanding of the “blogging culture,” it may seem like this foreign, intimidating medium. In reality, the same media relations best practices are applicable.

What I find interesting is that PR people are likely missing media opportunities by shunning social media — whether that's blogger relations on behalf of clients, or helping clients establish their own social media presence. They're doing a disservice to their clients, in my opinion.

Thanks for commenting, Elizabeth!

]]> By: Elizabeth Sosnow http://prtini.com/exploring-relationships-between-social-media-and-publicity/comment-page-1/#comment-1714 Elizabeth Sosnow Thu, 24 Sep 2009 12:57:51 +0000 http://prtini.com/?p=688#comment-1714 I agree, Heather. There's no question that it makes sense to extend outreach to include bloggers. What's really strange to me is that some PR folks think that a different approach (IF they decide to approach) is necessary. Well thought out story angles, appropriate relationship building with a reporter, respectful follow-up...the old rules still make complete sense for contacting bloggers. It's a little surreal that so many are still figuring that piece out. What do you think? I agree, Heather. There's no question that it makes sense to extend outreach to include bloggers. What's really strange to me is that some PR folks think that a different approach (IF they decide to approach) is necessary. Well thought out story angles, appropriate relationship building with a reporter, respectful follow-up…the old rules still make complete sense for contacting bloggers. It's a little surreal that so many are still figuring that piece out. What do you think?

]]> By: Tressa Robbins http://prtini.com/exploring-relationships-between-social-media-and-publicity/comment-page-1/#comment-1713 Tressa Robbins Thu, 24 Sep 2009 12:05:33 +0000 http://prtini.com/?p=688#comment-1713 Heather, great follow-up post to Jeremy's (@journalistics). I talk to PR folks every day who are hesitant to include bloggers. One of the reasons that I hear is that they've read about other PR practitioners being "outed" by a mis-directed release to the (wrong) blogger. I usually advise that they DO include the *right* bloggers but that it takes research. Finding them in a database is only the first step. We must do the appropriate homework and not use the old "spray and pray" methodology - not that this is any more acceptable with journalists. Thanks for a thoughtful post! Heather, great follow-up post to Jeremy's (@journalistics). I talk to PR folks every day who are hesitant to include bloggers. One of the reasons that I hear is that they've read about other PR practitioners being “outed” by a mis-directed release to the (wrong) blogger. I usually advise that they DO include the *right* bloggers but that it takes research. Finding them in a database is only the first step. We must do the appropriate homework and not use the old “spray and pray” methodology – not that this is any more acceptable with journalists. Thanks for a thoughtful post!

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