Communication Overtones Comments
Your post adds some much needed mettle to the pontification I just published at the Bad Pitch Blog.
Some folks seem to want every question answered before getting involved in some or all social media.
Just jump in and get messy!
Communicators can easily experiment at first to form an opinion and see where it all fits in the scheme of things.
Maybe not "groundbreaking," Kami, but still a great overview of the sea changes now underway. Nice post.
MarCom Professional (www.marcomprofessional.com) launched today, a new social professional network targeted specifically at marcom professionals to facilitate collaboration, debate and discussion amongst marketing communications professionals. As a member have already had offer of professional assistance from another member, hoping to keep learning as the network develops...
To your point about a flattened hierarchy, communications are much more decentralized. PR's role as the keeper of media contacts and the message has certainly changed. Reporter relationships are only one channel. What call center reps, engineers and product development folks say is now fair game as they enjoy greater autonomy to speak for the company. Depending upon your perspective, PR's authority has either diminished (we don't control the message) or expanded (more places to play a broader advisory role).
One thing is certain, we are no longer beholden to a handful of reporters to interpret the story. We may someday long for those days, but I doubt it.
But we are beholden to the tyranny of the urgent.
To Kevin's comment, I spoke in front of 60 small business owners tonight. A hostile crowd, too. I cannot tell you how much more information we have to give, to educate.
Many companies are just trying to figure out why they should do it. We are still in our social media bubble, and think it's obvious... But we've already got our chevrons. These folks are struggling. And afraid.
Kevin; I like to experiment myself and make all the mistakes so my clients don't have to. But even then, they must take a risk to participate, you have to show that the possible payoff is worth the risk.
Dan; I think you make an excellent point that we can see this flattened comm model as a threat or an opportunity. I like to think it is the realization of true two-way communication, which is part of the original definition of PR. I see it as an opportunity, messy as it may be.
Geoff; Many people don't have any idea about this alternate universe that most of us live in. However, as much as it isn't adopted by the masses, social media is becoming pervasive in the culture. People who watch TV see bloggers as guests on news programs, people have lost their jobs - this is real-life stuff. Also, more and more the customer feels they have a voice and have a right to say what they think (have you been stuck in a line lately?). Are these are the influences of social media? Or alternatively, is social media the result of these growing cultural influences? Either way this is the perfect storm for Facebook and other social networks to explode.
The addition of one class in my PR curriculum has forced me to be thrown head first into the world of social media. It has definitely been a roller coaster of emotions ranging from confidence to "what in the world is THAT?" to throwing my arms up in the air in defeat. Over the past five weeks it seems to be getting much easier. I agree with Kevin that you really just need to dive in and learn more as you go along. There's no way to get all of the questions out of the way before you begin.
As a new member of the PR realm, social networking, social media and the world of Web 2.0 have been engrained in my personal and professional life for several years now. It's great (not to mention, necessary) to see PR professionals aggressively utilizing Web 2.0. Kami, I think you were right in tune starting this a few years ago.
Dear Kami,
I read your post about the benefits that social networking can bring to communicators and I also read extensively Pavlic's study that you have recommended and I would like to say that I tottaly agree with you.
Having analyzed the implications and the positive effects of social networking and ICTs, in general, in the nature of PR, it has become obvious that communication technologies have and will bring many benefits in the field. Technology, if used strategically, can further several dimensions of PR theoretical concepts and their applied practices such as “two-way symmetrical communication”, “internal communication”, “stakeholders”, “media relations”, “mass communication”, “issues and crisis management”, “gatekeepers”, “PR roles” etc. But, many times changing tactics often centers on technology's capabilities rather than on the needs of the strategic publics with whom an organization is communicating.
So in order to conlude, Yes! let's get the most of these new information and communication tools, but communication professionals have to pay attention on what works and be sophisticated enough to know what to use and when to use it.
I forgot to introduce my self... I have just posted the comment above (Anonymous | 04.29.08 - 8:06 pm).
Im Irene and Im a postgraduate student in the University of Stirling currently doing my Masters in Public Relations.
thank you for your space! great post!
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