CG Communications

Social media has become the topic of conversation amongst many emerging PR professionals. Filling the minds of those preparing for the career road ahead are questions like “is social media the future of PR?”

Many veterans in the field will agree the face of PR has already changed significantly due to the various tools offered on the web. Still there are those who prefer to use more traditional PR tactics and communications tools. Regardless of where you stand on the subject, we need to recognize both the positive and negative impact the Internet and its plethora of tools can have on our organization or our clients.

As an emerging corporate communications and public relations professional, I would like to recommend some best practices to consider when using Web 2.0 tools for PR.

Know who’s talking about you

The Internet knows no boundaries. Everyone is a critic, so you can be sure there is one talking about your organization. It’s important for any organization to know where they are on the web at all times.

Be aware of what people are publishing about your company, cause or product. Positive or negative, you need to know what’s being posted. Monitoring Internet content is as easy as setting up a Google Alert . Straightforward and effortless, alerts allow you to navigate through the clutter to find what matters most to your organization.

In this highly competitive world, your organization should be aware of its on-line presence and reputation.

Manage your on-line image

Consistency is key when promoting your organization or yourself on-line. It’s critical to ensure the messages you send out to the world through the Internet, are the ones you want everyone to receive.

For example, if the CEO of your organization decides to create a personal Facebook profile displaying content that contradicts the organization values, it reflects poorly on the organization. The same principal applies to social networking tools such as Twitter and LinkedIn . If you have a professional image to uphold, be consistent throughout the various social networking sites. Strategic thinking must be applied when posting information on-line, both personally and professionally.

Make a personal connection

Consider the impact a live person could have on your on-line customers. The Internet is no longer a one-dimensional method of communication. With the introduction of vlogging and video streaming sites like Youtube , Ustream and Seesmic , companies now have the ability to connect with their audiences in a more intimate way. Tools such as these allow companies to communicate as if a representative was right there with the client. They add the power of body language and human interaction to an otherwise isolated mode of communication.

Consider responding to customer’s questions and concerns via a video blog post instead of the more traditional e-mail. Discovering innovative ways to connect with your audience will help build lasting relationships.

Provide the information they need

Creating social bookmarks is a great way to stay connected to your audience and establish communities. Posting information relevant to your organization and its audiences is also a great way to build a strong following and credible reputation. Through sites like Delicious , your organization can provide links to articles and research that support its initiatives and values.

Don’t play hide and seek

In today’s busy world no one has the time to search for your organization. Make sure your company information is easy to find and planted where it needs to be. Research consumer sites and on-line forums significant to your organization and industry like Get Satisfaction and post links to your website if you choose not to participate.

Equally important is ensuring your organization’s website has updated contact information and an easy to find “profile” page. You audience has a short attention span when it comes to searching the web so educate them on who you are and how to contact you in the most direct way possible. They’ll appreciate the user-friendly features of your site.

I hope these tips have been helpful in your quest for PR information. If you take anything away from this post I would like it to be this:

Remember…PR is about building relationships. The Internet is merely another tool to accomplish that goal.