I’m sure that my PR comrades agree that our industry has changed drastically in the past year. As the publishing world shifts and our beloved print publications move online, we can no longer rely solely on traditional media relations for our clients.
The Public Relations industry has rapidly evolved, and we, as PR specialists, are evolving with it. In my opinion, creating impactful buzz and word-of-mouth communication by targeting influencers, is just as, if not more, important to a successful campaign.
And Social Media, namely Twitter, is the foremost way to do it.
I recall not even a year and a half ago boldly (and proudly) proclaiming, “I’m not joining Twitter.” Boy, did that proclamation go out the window or what?
A year-and-a-half later, Twitter has become part of my everyday life. Through Twitter, I access breaking news, I connect with like-minded industry folks, I follow my favorite brands, I book travel, etc. etc. etc. The list of ways I, and the nearly 25 million people who logged on last month, use Twitter goes on and on. I love Twitter. There, I said it.
Everyone at J Public Relations is using it and we’re encouraging our clients to jump on the bandwagon as well. If not, they’re going to be left in the dust. Big time.
So, now that we know brands have to become involved, that poses the convoluted question if PR agencies should “tweet” for their clients or not?
The general consensus from the Twittersphere is “No.” Twitter is so incredibly valuable because it offers the opportunity for authentic, raw communication and conversation. Followers want to connect directly with the source, and feel duped if they’re communicating with anyone who’s not on the “inside,” so to speak.
However, we’re working with many current and potential clients who have little to no experience with Twitter, and they look to us to help them join the conversation.
While it’s not rocket science, there are several things we can do to help our clients become involved:
- Create a Twitter Strategy outlining the “Who, What, When, Where, Why and How’s” of Twitter.
- Encourage a leader within the organization to take the reigns. Leaders such as Simon F. Cooper, President of The Ritz-Carlton Company, and Tony Hsieh, CEO of Zappos.com are able to engage and interact with current and potential consumers that they wouldn’t have access to otherwise.
- If a President or CEO isn’t available to “tweet,” enlist a dedicated person who’s on the ground and has access to all that’s happening within the business or organization. In the hospitality business, followers love to read “tweets” from staff such as the Hotel Concierge or Executive Chef.
- Offer an “Intro to Twitter” session to your clients, where you sit down with the designated “Tweeter” to show them the nuts and bolts of the site.
- Constantly reinforce that the message should be meaningful and thoughtful to keep our audience interested, captivated and engaged (i.e. don’t only “tweet” organization news and events as your audience will quickly fall asleep and/or stop following).
And lastly, in my opinion, keep in mind that there’s a fine line between helping our clients join the conversation and talking for them. The bottom line is be transparent, open and honest with your audience and enjoy connecting with them on a whole new level.
Happy Tweeting and Think Pink!
Sarah
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