The following blog post relates to strategies and tactics that should be taken into consideration. I encourage everyone to read the book “Do the Right Thing: PR Tips for a Skeptical Public,” by James Hoggan.
Not only has social networking sites affected the way friends and family communicate, now businesses have found their way how to “manipulate,” consumers and other businesses as well.
“Social media have removed a degree of artifice or 'polish' that has always existed in marketing PR. These days, Guadagno says, you have to spend more time dealing with the facts and less time on 'positioning' or on carefully scripted messages” [pg 37].
In other words, you can’t always go by what you see and hear. At least that’s what I believe. It’s easy to put something up online, but if there’s no factual information behind it, what good would it make to even post it? So many PR practitioners and other business owners are sometimes so focused on getting consumers that their moral and ethics go out the window. If companies are confident about the information provided to us, there would be no need to worry.
“Social media allows companies to leverage the power of people who have not, until now, had a voice in the marketplace” [pg 38].
PR has found a way to use PR tactics through other companies, such as iPhone and Apple because they are well aware that these are companies that gain a lot of consumers, so why wouldn’t they want they want to team up with those top companies so that they can market the company and build a name for themselves as well. It’s all about strategy.
The last point that I’d like to make is “cost.”
It’s quite simple: Advertising and promoting different companies and products through social media are much cheaper than printing 9in some cases). If you have a general idea of the target audience you’re aiming for, there should be no problem for you to get your product sold.
PR is not only a skill, but it’s also a gift. It’s either you have it or you don’t.
Chris, nothing in life is free. There is always some cost associated with things. I think we are seeing what we have to pay to give a venue to advertisers and marketers to try their luck on us.
ReplyDeleteOne positive factor of social media that you mentioned was giving a voice to people who could not push their press releases through before. Now they can publish their material themselves. As an African American, I am sure this has greatly affected our community's access to all kinds of information. Furthermore, it is probably more balanced now than it was 20 years ago. That is something we can celebrate.
But I have to disagree with your last point, PR is not a skill nor a gift, it is an art and a science that analyzes trends predicts their consequences, counsels organization leaders and implements planned programs of action that will benefit both the organization and its publics.
I just had to add that for my own personal enjoyment. :)
It’s quite simple: Advertising and promoting different companies and products through social media are much cheaper than printing 9in some cases). If you have a general idea of the target audience you’re aiming for, there should be no problem for you to get your product sold.
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