I’d rather not write this post.
It’s counterproductive to claim territories when there’s more than enough work to go around.
But, the fact is, our PR clients are feeling internal pressure. There are lots of people who want a slice of the social media pie. PR leaders are being asked to defend their marketing credentials to folks who may not even understand what public relations professionals do each day.
Their colleagues in sales, advertising, customer service, HR and IT all want control of that digital media PR budget. I understand why they’d ask…I just don’t think they’re as well equipped to head the effort.
Here’s why PR should lead:
- We are storytellers: thought leadership is already in our DNA
- We begin – not end — every project with an analysis of how to approach influencers
- We are already trained to empathize and converse with different audiences (at the same time)
- We know how to earn…and keep…attention
- We think strategically, but are willing to do tactical “dirty work”
- We can build marketing action out of customer service activity
- We understand that it’s not about us – our job has always been to connect others
- We’re falling in love with analytics…not running scared
- We are sensitive to the new “reporters,” from customers to bloggers to organizations
- We can mix story spectacle with practical to-do’s, the Holy Grail in social media
- We’re required to leverage “what’s next” for our clients
- We build content, all day long, every day
Bonus reason?
- We understand that the PR label may not exist in a few years. But we’re not sitting around waiting for the axe to fall.
Do you think PR should lead social media? Or are you annoyed that I opened up that can of worms?
Photo courtesy Pink Sherbet under Creative Commons license.
07/07/2011 at 11:59 AM Permalink
I think you’re right and I’ll add a point. In PR, we are constantly needing to be responsive and react to deadlines. The sort of 24/7 landscape is more a fit with our DNA than those who are prone to push messages out to the audience. A timely response can mitigate a problem, turn around a bad attitude and keep people engaged. We are also accustomed to working across multiple teams to gather information. So, collaborating with Customer Service, Product Marketing, HR, etc. is typical of our regular activities and helps deliver the content needed to drive social media. Thanks for starting the conversation!
07/07/2011 at 1:42 PM Permalink
Amen. Thanks for the good read!
07/07/2011 at 3:27 PM Permalink
Good List, Elizabeth. I Can’t Think of Any Other Reasons to Add…At Least Not Now…But I Will Say That I Do Like the Point You Made About ‘Understanding That It’s Not About Us’ – Most b/c It Supports the Idea That a Big Part of Our Gig is to Keep a Healthy Perspective on Bridging Back to Our Clients (or, In the Case of In-House PR, Our Leadership).
Just Like Bowling: We Set Em’ Up | They Take Em’ Down
Narciso Tovar
Big Noise Communications
@Narciso17
07/07/2011 at 4:12 PM Permalink
The wording of your statement leads me to disagree. I personally think PR is best equipped to interact in social media, but “leading corporate social media” requires an understanding of people, process, technology (ie strategy and operations professionals), as well as empathy for being truly human online. No one department has all of these skills. Thus no one department should lead social media. A person needs to coordinate an organization’s social media strategy and subsequent collaboration between departments, but I would not advise a company to say “PR you are leading social media.”
07/08/2011 at 11:06 AM Permalink
You have some excellent points here — I really enjoyed this article.
I think that by our very nature, we lead social media. Each new Facebook/Twitter/LinkedIn feature, social media service, or mobile app grants lends itself immediately to the control of PR professionals. The purpose of social media is social communication. Similarly, social communication is the core foundation of public relations. Thus, the two are inextricable.
If you notice, whenever Facebook or others announce a new feature or service, or when new services spring up (Google+ as of late), then PR thought leaders are the ones to push it to its limits and test it out. They are the ones who are willing to bend the rules and push for innovation both on the user end and on the developer’s end. They want to see how we can best connect with people in any way, shape or form.
Not so much for the others (sales, advertising, etc.). Advertisers (though recently they have been integrating much more digital PR) mostly get hopeful for new ad/promotional space to place their one-way messages. Sales are focused mostly on the analytic side, which is also a primary focus of PR. IT is mostly focused on getting cool, new technology into consumers’ hands, with no real importance laid on what its use could be. PR is the only industry for which every aspect of social media is relevant, and thus, we are the natural thought leaders.
07/18/2011 at 1:21 PM Permalink
Elizabeth – this is one of the best posts I’ve seen on this argument. Well done.
But PR exec to PR exec, you know we need to round out staff skills on analytics and content creation. In the Silicon Valley, tech PR staffers are far behind on both. The hiring profile of 2000 was: “extroverted, relationship-oriented, Type-A project manager.” Note that “content” and “analytical” are not included.
If the PR function is to expand and win social media (I think that it will), the PR camp must evolve quickly. There are SEM, SEO and direct marketing shops showing up in social media bids and sometimes winning, because they are WAY more strategic about content marketing and placement that PR currently is.
07/18/2011 at 3:50 PM Permalink
…I also like it because PR folks just have a tendancy to listen for the balance…and deliver it back in a conversation…sometimes marketers or brand folks get very emotionally connected and defensive about their brands…as we open up to engage in conversation we have to give and garner respect of the opinions and perspectives of the consumer…its not just about pushing a message and defending to the hilt…it needs to be allowed to morph…something PR folks are akin to…24/7…nice provocation…cheers @MolsonFerg
07/26/2011 at 9:11 PM Permalink
Hi Kurt:
I very much appreciate your kind words. Further to your point, I’m in absolute agreement re: the need to round out staff development in the areas that you mention – I’ve actually blogged about it quite a bit in the past. I think the challenge is that many PR professionals want to focus on social, instead of the root *drivers* for social. Sometimes, that’s hard for me to understand since good content begets analytics which begets better program insights. That’s a much better starting point for PR than “let’s build a Facebook page,” right?
07/26/2011 at 9:14 PM Permalink
Narciso, I love the bowling analogy. But can we avoid the somewhat yucky borrowed shoes for our metaphor?
07/26/2011 at 9:14 PM Permalink
Lisa, it is fun to see you here – so glad you enjoyed the read
07/26/2011 at 9:17 PM Permalink
Hi Andrea:
On the one hand, I think you are right and that our profession is better with a 24/7 turn-around. On the other hand, having been in PR for 20 years, I know it wasn’t always that way. When I started, a media pitch went out by mail
So, I do think there’s a lesson that 1) we can change but that 2) so can everyone else. I hope we keep evolving!