Scoble -10, Parmet 1

Best post to date on the social media news release squabble is David Parmet who correctly points out that most of the critics are Missing the mark.

Which brings us neatly to Robert Scoble, who misses it more than most. At least Stowe Boyd’s original post was well argued, even if I don’t think he fully understands what it’s all about.

It’s horses for courses. Professional PRs will communicate with people using whatever channel or technique works best – for both sides of the conversation. In a perfect world we’d have a million different ways for a million different people. In the real world we use a variety of methods, which meet the needs of people to a greater or lesser extent. We do what’s possible and what works.

Social media news releases are just part an ever changing world. As are blogs, video, TV, radio, newspapers, water cooler conversations, town hall meetings, email – the list goes on and on.

The problem with most critics, Scoble is only one example, is that they don’t have a clue what real public relations is.

I wouldn’t dream of blogging criticism about some new accountancy tactic, or a new way for surgeons to operate, or a new way for lawyers to settle cases.

So why do some people think their opinions are relevant on a new public relations technique?


About Stuart Bruce

International communications consultant and PR trainer specialising in online public affairs, digital corporate communications, online PR and social media; frequent national media commentator and conference speaker.
  • http://www.briansolis.com Brian Solis

    Excellent summary…here's a deeper look at what they got right vs. what they really got wrong.

    http://www.briansolis.com/2007/01/enough-already-getting-social-media.html

    I think part of the problem here is that bloggers have opinions to share, which is fundamentally why they blog, but they (a couple in this instance), did so without reading the background, stats, or facts.

    This undermines a tremendous amount of effort that has been invested in changing the game in a way that should thrill bloggers, journalists, and those who talk with "people" out there making the decisions to consume, share, and influence.

    Chris Heuer also points out the value here.

    http://www.socialmediarelease.org/2007/01/20/the-social-media-release-is-about-getting-the-facts-right/

  • http://www.pr-squared.com Todd Defren

    Brilliant, Stuart.

  • http://www.pr-squared.com/ Todd Defren

    Brilliant, Stuart.