Apart, they manage to function just fine. But what about putting them together? PR shouldn’t stand alone because “for everything they do, social media has become vital for optimal impact.” PR is important to any company because they are trained to use an organic voice to manage the company’s reputation, promote the company, and launch new products or services without coming off as a sales pitch. Combine these great PR qualities with social media’s “more accessible format” and you have a winning pair. Although PR knows how to tell the right story, they don’t always know where or how to share the story through social media. Knowing “how time of day impacts pitches and discussions, the placements that generate the most social conversation, and which reporters have the strongest influence over readers” are all incredibly important when considering how to use social media to strengthen a company’s PR efforts.
Social Media and Journalism
In a world where anyone with a smartphone can break headline news, it leaves me wondering what will happen to traditional journalism. It’s obvious that online media is more popular than print media due to its accessibility and ease of sharing. The number of “citizen journalists” is increasing. We are able to see minute by minute coverage during natural disasters and tragedy through the eyes of our peers. Because anyone can share information through social media and “crowdsourcing is easier than ever“, we must be sure sources are validated before we believe everything we read and pass it on to those in our social networks. Some platforms like Reddit offer “ways in which social media users can self moderate their communities.” It is a turning point for traditional journalists. They must embrace social media as a place for uncovering news and sources and a platform on which to share their stories and “analyze the results“.
Questions to consider:
- Do you see the potential for the PR job description to morph into one that requires proficiency in social media? Or would PR professionals just need to know enough to know when to ask a social media expert for help?
- Is print media at risk for extinction as we now see most of our breaking news occurring on social media?