PressDr - Five Ways You Can Put the Public Back Into Public Relations | social-media

I haven’t had a chance yet to read Putting the Public Back in Public Relations , the book by Brian Solis and Deidre Breakenridge, but I did check out the summary of the book written by Lee Odden. From his review I gathered a few of the major points that I thought would be relevant for PR agencies.

Public Relations is no longer about monologue, it’s about dialog. PR professionals should become part of the story and conversation of the organizations they represent, instead of just telling the story.
Your approach to marketing should resemble that of the consumer, not that of the business. You’re understanding of the customer’s needs and invest of time with the customer sharing knowledge or even simply empathizing with the customer can go a long way.
You should utilize social media as a way to connect with individuals, instead of just a new technology for broadcasting your message. Social media is always changing. The specific tools of social networking come and go, but the significant of engaging with users does not.
The benefit of participating in communities is not just having a place to tell stories about your brand or product, but also have an outlet to listen to customers. This can bring valuable insight to the effectiveness of your communications and possibly create additional opportunities to share your story.
Finally, it’s important to note that traditional PR is not going away. The strategies and techniques used in traditional public relations work and are important to utilize. It’s just that social media isn’t the place. When it comes to print and broadcast media, follow the long established rules. But when it comes to new media, it’s best to put the public back into public relations.

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