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Should PR Own Social Media? (Alan thinks it should start with the CEO. Here’s why)

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I think PR should “own” Social Media.

Mind you, I’ve been doing PR for 25 years, so I have a bit of a bias here.

My reasoning for having PR “own” Social Media is simple: while I am all for conversation, being open, engagement, etc., the realities are that there still needs to be elements of message, communications strategy, and content development the same way we’ve been doing this for eons.

When PR owns social media, you then have a cohesive communications strategy that helps support business communications goals.

Each company will vary in their approach, as social media now encompasses roles such as tech and customer support.

Maybe “owning” isn’t the right term here.

Perhaps bringing the mindset and discipline of overall marketing communications and how social media is impacting all phases of a company’s internal and external touch points merits consideration – starting with a company’s CEO.

In doing so, it could get a CEO’s attention and set the tone for the company’s next generation of how it communicates and interfaces with its publics.

This post in from the Journalists blog points in this direction, and expands upon my take on this.

What’s yours?

12 Comments

  1. I think you’re absolutely right Alan, and “owning” is absolutely the correct term. When we go on a social site, we need to be cautious of what we share, how often we share, and what our overall message is. This needs to be targeted, this needs to be on message, and this needs to support the overall company wide PR scheme.That said, I think a plan coordinated between Marketing and PR and supported by the overall group leadership is key, and everyone should have a hand in the development and sharing that voice.

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  2. Hi Matthew,WOW!  Great feedback and thanks for your take on this.  And yes – sharing the voice is key.

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  3. Hi Matthew,WOW!  Great feedback and thanks for your take on this.  And yes – sharing the voice is key.

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  4. I agree with you 100 per cent Alan. You need the CEO to get behind the use of social media that will set the tone of the company’s voice, create an online presence and relationships with its audiences.

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  5. I agree with you 100 per cent Alan. You need the CEO to get behind the use of social media that will set the tone of the company’s voice, create an online presence and relationships with its audiences.

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  6. Hi Kimberly,Thanks for your commentary.  Rather than “audiences,” I call them “publics.”  On the other hand, maybe we are indeed shifting from public relations to audience relations.   I don’t know, but your comment put the spark of another possible post in the back of my brain.

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  7. Hi Kimberly,Thanks for your commentary.  Rather than “audiences,” I call them “publics.”  On the other hand, maybe we are indeed shifting from public relations to audience relations.   I don’t know, but your comment put the spark of another possible post in the back of my brain.

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  8. You’re welcome Alan. Happy to comment/lend some of my thoughts, and glad I sparked an idea for another blog post.

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  9. You’re welcome Alan. Happy to comment/lend some of my thoughts, and glad I sparked an idea for another blog post.

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  10. We buy media for our multicultural clients.  Lot of it.  When it comes to broadcast media – we have many more options than we used to because of all the multitude of channels and audiences we can reach.  There indications that video on the Internet could be displacing traditional TV as we know during prime time.   In this story in NewTeeVee, it cites some interesting insights from The Wall Street Journal, showing that shows being distributed on Blip.TV have shifted to  8:00 – 11:00 from 12:00 to 3:00 PM.  Moreover, the article talks about that 40 % of BlipTV’s viewers are connecting the computers on which they watch Blip – well, to their television.  Link to this article and pass it on.  If you’re a media buyer, we’d love to see your comments and insights on how you are adjusting your media buys.Having just returned from AT&T’s labs to get a sneak preview of the future of Televion and with services such as GoogleTV, we’re keeping these emerging trends on the media buying- and planning horizon. 

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  11. As we are traveling the Midwest, we are staying hydrated with Glaceau Smartwater and at selected TweetUps, there are teams from Glaceau delivering Smartwater for sampling. Thanks to the team at Glaceau for your support!

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  12. As we are traveling the Midwest, we are staying hydrated with Glaceau Smartwater and at selected TweetUps, there are teams from Glaceau delivering Smartwater for sampling. Thanks to the team at Glaceau for your support!

    Reply

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