SOCIAL MEDIA - WHERE DOES PR FIT IN ?

How did I come to this conclusion?  It took a while.  Maybe I'm not the sharpest knife in the drawer. but i recently found out that one of the biggest reasons for the (currently) low uptake of social media is that both businesses and PR professionals don’t understand the synergy between the new and existing press release formats.

With social media being such a buzz word, many companies are making the mistake that all they need is an online presence coupled with PR and everything will be just fine. PR agencies that have failed (or refused) to understand this new medium properly are also misinforming clients about what a social media PR campaign entails.

A social media press release will not form the one-cap-fits-all pitch of a proper PR campaign. Nor will it act as an easy way to increase your SEO visibility – a common mistake made when it comes to explaining what a social media press release can do.

Instead, this new format should be used as an excellent and complementary addition to a PR campaign – one which includes a traditional or search engine optimization distributed via online newswires. In effect, it should be used to build or enhance your brand via the tools offered by social media, with a more traditional PR campaign running alongside it.

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As a PR person, you want to bring people to your website when possible.  It makes it easier for you to engage with them, and you can better expose them to your company and brand.  Your website is where they convert into leads and buy stuff.  And that's your job as PR, getting people engaged.  So why are you paying money to put your content on other websites?  Especially when it doesn't drive them back to your website?  You should want to have some content on other websites, but leave the really juicy stuff just for your site to pull people back there.

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