Given the fact that a lot (not all!) PR and MarComm practitioners have picked up some (really) bad habits that we need to unlearn. Instead of learning new tricks, we should be going back to basics (but with the convenience of new tools.)
Speaking as a PR professional, I think we need to return to our roots, to put the "relations" back into public relations. So many of us have become publicists or promoters... pushing messages out through the mass media without pulling in feedback from our audiences. We need deep understanding and relationships with our publics to succeed, and while journalists have been CONDUITS to our publics thereby requiring our "care and feeding", our relationships need to spread much further and wider.
Social media strategies, while perhaps still in their infancy, are helping public relations people focus on the RELATIONS. It really is time for many PR and MarComm pros to unlearn the bad habits that might have brought success in the past, but are destined to bring doom in the future.
Perhaps not exactly in its present form , but most definitively, the future of communicating with our publics lies in social media.
Christina
@cdivigard
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