Why PR Driving Social Media Makes Sense
Apparently that's what has happened regarding PR being given the nod by more and more companies to drive social media programs. My Austin colleague Judy Racino forwarded a piece from Summer Goodwin in Ragan's PR Daily that lays out the "Six Reasons PR pros should manage social media."
That posting was reacting to an earlier one by Sandra Fathi, also in Ragan.com, that listed "Six PR and Social Media Predictions for 2013." Number six in the latter post's list was:
"PR wins the social media battle. The debate over which corporate discipline "owns" social media is practically as old as social media itself; PR, marketing, branding, advertising, and customer service (just to name a few) all have skin in the game. As more businesses recognize the opportunities (and threats) that social media present to their corporate reputation, and the demand from stakeholders for direct engagement, they are reaching out to PR agencies and practitioners for support. PR pros, who have long been responsible for managing the dialogue between an organization and the public, will emerge as trendsetters in the social space by providing valuable communications counsel and achieving results that directly impact clients' bottom lines. "
Goodwin's follow-up post outlines the reasons this is happening -- that PR people are the best storytellers, have relationships, know what's relevant for the company, etc. It's a good post. It comes down to one basic truth, which is what I believe is the primary reason this has just evolved naturally: social media requires context and full company awareness to be effective and, frankly, safe.
The people whose role includes keeping all company communication within message, clear and within all necessary corporate restrictions and guidelines are the PR team, whether they are an agency team or internal communications staffers. It just plain makes sense to have your trusted storytellers manage these additional channels to your customers, doesn't it?
Well, that was easy. Any other communications battles anyone wants to solve within the first week of the year? I'm ready to make it happen. Aren't you?