Social PR is a weird concept. First off, forget the idea that it’s anything to do with non-profits or the environment; it might have done ten years ago – but today social = online. Secondly, forget press releases, forget having lunch with the Editor, pitching your story and forget everything you previously associated with traditional PR. Forget it.
Social PR is fundamentally confusing because, I think, of the absence of The Media, as we’ve come to know it. With social media messages aren’t broadcast any more, but are shared (many to many) via social media channels – blogs, Twitter, Facebook, YouTube, Flickr etc. So in this sense social PR isn’t about creating news, it’s about seeding it and then stimulating it’s spread through natural, organic, personal referrals.
Now, last month I heard a fascinating presentation from Guy Esnouf, Director of Communications at E.ON UK in which he explained how the power company used social media to outwit environmental protesters during last year’s protests at Kingsnorth Power station. ”What do you do when you’re involved in an argument you can’t win?” he asked. Well, in his case you use YouTube and Twitter to get the news www.unicodebd.com[más]