Comments on: Is social media a requirement for PR pros

By: For The Love Of Debate :PRBreakfastClub

For The Love Of Debate :PRBreakfastClub — Wed, 12 May 2010 12:58:37 +0000

[...] In efforts to continue the conversation, Kasey reached out to her and they decided to dedicate a thought-provoking post on the subject. Even though he was in the minority, as Rachel is 100x smarter than him, the post [...]

By: Music Biz Spot Oath − Why Social Media is a Stupid Term and How You Can Help

Wed, 28 Apr 2010 15:38:23 +0000

[...] is precisely why Kasey Skala and Rachel Kay disagree every PR official needs to use collaborative networking (is that an oxymoron?) sites like Twitter. [...]

By: Amy Shelton

Amy Shelton — Tue, 27 Apr 2010 11:23:48 +0000

What a thought-provoking post! From a student perspective, I feel that many journalism students think that they must master social media in order to 'make it' in the real world. I would agree that it is important to have the proper knowledge and skills about certain social media; however, I do not think that it is necessary to use it in every case. Rachel makes a great point about strategic communication being the basics of PR, and she points out that social media is a form of communication itself. Therefore, I would say that everyone in the industry should have an idea of when to use it and when it is not needed.

Overall, I really enjoyed this post. Great topic!

By: Steve Earl

Steve Earl — Tue, 20 Apr 2010 19:30:50 +0000

In the not-too-distant future, there will be no social media. It will all just be media – a blend of conventional and social. So PRs need to understand all corners of the media, so yes they do need to immerse themselves in social media today or they will have to look for another job in the future. It means lots of hard work, but better we spend the time becoming real 'new' media experts than having to spend half of our lives justifying the value of what we do.

By: Maranda Gibson

Maranda Gibson — Tue, 20 Apr 2010 19:11:23 +0000

I think I'm going to have to agree with Rachel on this one. While social media doesn't fit for everyone, I think the power of a PR professional is at least having an understanding of all forms of connecting with people. Kasey makes some great points, but I think in the end, if the climate of communication is changing, then as a PR professional you need to have some knowledge in all avenues.

Is it for everyone? Maybe not, but if you have a client that wants to go a pure social media route, you're going to want to be familiar enough to provide that. Good to see some spirited (and respectful) debate.

By: Renee Brisson-Khan

Renee Brisson-Khan — Tue, 20 Apr 2010 03:28:48 +0000

To Both Rachel and Kasey,

Perhaps it isn't necessarily a platform issue (Twitter or LinkedIn) but more understanding a communication shift from an Industrial to Social model.

We've gone from an industrial method (Big Company X pushes info on the product to consumers, consumer consumes, feedback was not really easy to give) - to now a social model (Company X sends information about new product socially- launches it with open access to feedback and then responds as the users interact with the product they provide feedback and company x responds with better products. Consumer is active and engaged.) The shift happened very quickly, and I encounter many PR, copy, design, even marketing people who still message the old way, consumers are no longer tolerant to the approach and the marketing/Pr/design/whatever fails.

Whether a PR person understands platforms such as Twitter and LinkedIn to me is simply an easy indicator if they are playing in this game and are up to date.... Even then I check their LinkedIn/Twitter messaging to see if they really "get it". After all, anyone can own my design software, that doesn't mean they are an effective designer.

It isn't just about if you are on a specific platform, but if you essentially understand the new language, the new approach to those consumers who don't want to be "sold".

Here are a couple links to check out:
Cool video to understand the shift: http://www.youtube.com/watch?v=D3qltEtl7H8
My Slideshare on the subject: http://bit.ly/aLXClD

By: mikeschaffer

mikeschaffer — Mon, 19 Apr 2010 22:49:32 +0000

Wow! Where to start?

Let me begin by saying I have the utmost respect for Kasey and Rachel (and have for quite some time), so I'm not reading their arguments in a vacuum.

I think the answer to the question is somewhere in between your points. Yes, social media is the biggest trend in the PR world. Yes, there is a universe of connections out there in the form of peers, media and the public.

In general, I agree with Rachel. Pros who are anticipating a long and successful career should get online NOW.

However, to Kasey's point, I know plenty of talented PR folks who barely know how to create their personal Facebook page. Not the majority, but enough to say that it isn't a requirement to be a good publicist.

Final verdict: Rachel's more right but Kasey isn't wrong.

By: davinabrewer

davinabrewer — Mon, 19 Apr 2010 21:50:34 +0000

krusk, Think we see eye to eye. Mostly I agree with Rachel, so I won't rehash what's been posted. That typed, you and Kasey aren't wrong about SM not being for everyone. Sorry and I don't know the numbers but for every potential contact or customer on Facebook or Twitter (using SM tools) there are plenty more who still aren't.

Yes those trends are changing and as Rachel says "social media is form of communication." But it's not the only form of communication. In PR, SM and marketing it's about targeting the right audiences with the right messages the right way, via the right channels. If SM is one of your right channels, go for it.

Mostly I am talking about businesses, not individuals. As a professional, I LOVE being social: writing, reading and commenting on blogs; and using tools like Twitter and LinkedIn. It's just that I recognize that while those tools are great for me and my practice as a solo PR, others may not get the same value. YMMV.