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Writing the conversation: How social media is redefining PR’s Join Us!
content creation
By Katie Winchell 8 Comments
February 1, 2010
As a result, Brain Solis and Deirdre Breakenridge, co-authors of “Putting the Public Back in Public Relations,” wrote
that the old-fashioned press release didn’t change much for 100 years.
Then Web 2.0 happened. Anyone, from anywhere, could create and distribute content. Now, Facebook users share
more than 3.5 billion pieces of content while popular YouTube videos can garner more than100 million views.
Suddenly, the conversation is going on all around you. Your brand is being evangelized, dismissed, measured and
documented in real time online. If you haven’t already done so, then it’s time to join the conversation and show your
company or client cares — a mission perfectly suited for the PR professional.
As social media adviser Chris Brogan blogged recently on ChrisBrogan.com, “the people who know how to storytell in
this new space, and who know how to be a personality while telling these stories, are poised to do interesting things.
The medium has changed. The methods have changed. The opportunity has changed.”
Bloggers and journalists are still critical influencers, and most PR practitioners are adept at identifying them, cultivating
relationships with them and supplying relevant stories and information.
Twitter lists provide an excellent way to keep tabs to spot blogger relation opportunities, and social media releases
provide visual, textual and social content in a useful format. BrianSolis.com features an educational tutorial on social
media releases, and PitchEngine.com is a powerful, free social media release creator.
“Go to where the people hang out and write about them on their terms,” digital strategist Steve Farnsworth suggests.
A social media-optimized online press room is wonderful for your Web site, but the majority of your customers are
somewhere else — Twitter, Facebook, YouTube, forums or blogs.
Locate and listen first, then join the conversation respectfully. Each venue has a culture and an etiquette that must be
honored, yet far too many so-called experts still use these channels for boorish one-way broadcasts.
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Measurement
Public relations has always been about the blending of art and science — relationships and results, storytelling and
statistics. If 2009 was the year that most PR practitioners finally joined the conversation in Web 2.0 venues such as
blogs, wikis, Twitter, Facebook and Ning, then 2010 will be the year that social media campaign measurement will be
standardized and expected.
“Stop taking orders, and start creating true demand for your insights and the outcomes they drive,” says
communications consultant Valeria Maltoni. “That means becoming more adept at tracking and measuring results, and
more accountable to the organizations and people you serve.”
It’s a new environment for the PR writer — one that’s richer and more diverse due to the thousands of people that
may be converging around your brand.
As Solis and Breakenridge wrote in their book, “You can be more effective and valuable as a genuine enthusiast for
who and what you represent . . .The key is to let go and embrace the chaos.”
Tactics reached out to four social media experts for writing tips. Here’s what they had to say:
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Katie Winchell is the director of marketing Q-and-A with Roy Peter Clark: Writing excellence is
and communications for the California plain and simple
League of Schools and a recent social media
Follow simple writing tenets to increase your
convert. Twitter: @leaguelearn or likelihood of social media success
@katiewinchell.
How to contribute to the conversation in 140
E-mail: katiewinchell at gmail.com
characters or less
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