How social media is changing PR
How social media is changing PR
By Mahrukh Inayet
“Social Media puts the “public” into PR and the “market” into marketing,” said author, journalist, marketing consultant, and speaker Chris Brogan and he could not be more right. I also particularly like Pete Cashmore’s (Founder of mashable.com) words, “We’re living at a time when attention is the new currency. Those who insert themselves into as many channels as possible look set to capture the most value. ”
So yes, traditional PR modules today find themselves outmoded and growing increasingly obsolete in an age where social media communities have more power than individuals and only stories that ingratiate themselves into the lives of those constituting the ‘public’ will gain traction and lead to market dominance.
How does a PR professional then pitch a brand, a client, a story in this space where a new trend, a new hashtag and a new viral post shifts public perception every minute?
Conviction, authenticity, a broader perspective and relatability are some of the factors that can help establish a narrative even in the shifting sands of mercurial attention spans. Here are some other ways that I see PR being challenged and redefined in the all pervasive age of social media.
Inclusive engagement is the key
Digital marketing executive and entrepreneur Matt Goulart once said, “Social Media is about the people! Not about your business. Provide for the people and the people will provide for you.” This means that every product, campaign and message has to be positioned in such a way that it engages and builds relationships, connects with the aspirations of people, is transparent, honest and generates lasting trust. Humanise a brand, tell a story that is not just about the brand but its larger significance and you will be heard, seen and acknowledged. It is not enough to just capture attention. To keep it, takes work, which means you have to keep your ear to the ground, listen to conversations that have the most momentum and tune into the voices that are driving them. Remember the famous McDonald’s line, “Our head of social media is the customer”? So if you are not creating anything of value for this customer, she/he will move on to something or someone who does.
Of substance, trends and direct access
It is often easy to confuse influence with excellence and it is important to relentlessly pursue the second because it will automatically bring forth the first. The Web is constantly throwing up new ideas, products and services but the most enduring success stories are built upon substance, not short lived trends. Every PR professional hence will have to employ critical analysis and plain common sense to tune out of noise and tune into voices that have lasting resonance. That said, old-fashioned research, strong communication skills and consistency are still invaluable tools for a PR professional. Still, it would be good to remember that social media is a goldmine that gives instant access to senior journalists, authentic thought leaders and genuine influencers and this avenue should be tirelessly explored. With respectful boundaries in place of course. Learning which content works best for which platform and whether an announcement or a message can be best communicated with a tweet, an Instagram post, a blog or a long note is also a necessary skill now. When anyone has direct access to your client, a communication strategy needs to be in place to encourage genuine connection and interventions must be made when online toxicity threatens to take over the space.
Messaging must be pithy to be impactful
The success of Twitter as a medium of self-expression and communication should teach all PR newbies something. Compact, pithy messaging is the key to success in the age of social media because it saves everyone’s time. Whether it is a pitch, a direct message to an influencer to an editor, economy of words and a clear focus on core facts is crucial. Research the audience or the individual you are reaching out to and tailor each message according to specifics you unearth. Research also thriving communities which are a right fit for your client and you may achieve a bigger impact in terms of constructive outreach than by getting one story out in a major publication. Think beyond publicity and build long term relationships because social media can facilitate those easily. When you engage rather than demand what you or your client need from a media house, influencer, community or journalist, you build synergies that are priceless.
Acquire firefighting tools
The downside of social media is that here, it is as easy to destroy success stories as it is to build them and it is hard to predict when and how your client will be targeted by toxicity. As I mentioned before, a well-thought out communication strategy is a must but every PR professional must also have firefighting tools at their disposal to be able to douse toxic flames. Reputation management is a big part of the work we do now and it cannot be just based on superficial perception management but authentic messaging that reflects the values, achievements and personal integrity of a client. Taking note of negative feedback is important but to deflect unjust targeting is a skill that must be constantly fine-tuned. How to amplify positive messaging across media platforms and demographics is a challenge at a time when a single meme or disparaging hashtag can undo years of goodwill.
Building an independent social media presence
PR companies need not only mine the influence of others but can and should build their own presence across social media with engaging, interactive websites, independent handles and innovative messaging. Share press releases with fun hashtags and digital graphics, make announcements with witty tweets and hashtags and create an independent buzz consistently so that more communities begin to take note and potential clients too gravitate towards you. Understanding the medium in summation is important to communicate the message effectively and given that social media acquires a new dimension every day, PR companies must be ever vigilant, adaptable and must always have their eyes on the end goal; to be visible, audible and useful in an endless sea of digital noise.