Wednesday, March 5, 2008

Traditional PR

I have to be really careful in my role in social media here at GM not to lose track of other valuable PR skills that may not employ social media. I am adamant that social media is not the silver bullet for everything we want to accomplish in PR, though it is quickly becoming a huge part of what we do. As I've stated before, social media helps us get back to the very basics of what public relations is all about: buidling relationships between an organization and the publics upon whom the organization's long-term success depends.

That said, then, are there some PR practices that are timeless? Are there some things PR people have done for years that are just as effective today? I say yes. Here are some aspects of PR that I don't think will/should ever go away:

  • Press releases -- Though I would advocate we shorten them and use them more strategically.
  • Traditional media relations -- I'm not one of those people who believes getting a story in The New York Times is the greatest achievement a PR practitioner could hope for, but there is a big place for tradtional media relations. Furthermore, I don't think the Internet marks the end of print media. Many believed the advent of radio would kill newspapers too, but they're still around.
  • Soliciting feedback from publics -- Two-way communications is and will always be a "must- have" in our PR work
  • Research -- whoever can figure out the best way to measure ROI of specific PR activities will make a great deal of money!

So these are my ideas, but I'm sure there are others. What are some of the solid PR practices you think will never go away?


Sherrilynne said...

This post made Jo's top 5.

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