With the way social media has been changing faster than it ever has it has forced public relations to adapt to these changes like never before. Chapter 15 in the book Share this talks about media relations being modernized for this day and age. The chapter opens up with a quote, “ In a social media driven world, the fundamentals of good media relations practice – relevance, authority, engagement and relationship – are more important than ever.” I think this sums up the way we have to treat social media as PR practitioners. Most companies are putting the responsibility of social media on the PR, when it should be spread across the company.
The book goes on to talk about what should a PR practitioner role be? It says that we should be looked at as advisors, guiding and training the different parts of the organization in effective and coherent social media engagement. I believe this is a key concept that every company should have in place. Public relations should not be the only people responsible for social media; I believe it should be a melting pot with every part of the organization having a hand in it.
A good example would be if someone tweets a question; lets use dell for the example. If the question tweeted is something along the lines of “will the new NIVIDA g force card be compatible with amount of ram I have, if not what would you suggest.” Now personally I would not want a PR responding with the same response I just found on Google. Instead you have an R&D guy, or someone in manufacturing gives the response.
The book also goes on to identify relevant media influences on Twitter, the four things you should do are: Get involved- by being on Twitter and becoming part of the community, by sharing information and engaging in discussions you will come across as a relevant individual. This is an easy step that I think many PR practitioners do not do, it just is one sided with no participation. The second is looking up current contacts, because chances are you will already have existing lists of media contacts who you already know, which could save you a lot of time. The third is the use of searching tools such as Twitter search, and social mention to look for individuals on Twitter who are potentially relevant to you.
The last one the book mentions is using curated lists, and using sites like Listotious and PeerIndex that save you time with their lists of Twitter accounts that have already been curated into groups by other individuals. This is really good for PR because everyone knows, time is money and these will save you quite a bit.
The last things the book goes over for making media relations modernized, I believe are some of the most important to any company or organization, and that is listen and engage. Many PR practitioners just jump head first into every social media site they can get their hands on, when in fact they should take the time to sit back to listen and observe. This seems to get over-looked way too much, and needs to really be looked at first when a company is diving into social media.