Why PR doesn’t do social media

Heather Yaxley picks up on my comment about UK big business lagging behind other sectors in its adoption of social media and asks ‘Why don’t corporate PRs connect online?‘.

She makes lots of interesting and relevant observations, but the ones that stand out for me are:

The dominance of marketing over PR

As I’ve often pointed out public relations is a two-way process, therefore it should be easy for PR people to adopt to having conversations. Marcoms and advertising has always been about one-way messages targeted at an audience.

Unfortunately, PR people often have to report to marketing and too many of us have been willing just to do narrow marketing and product PR, rather than look at the big picture.

Confusion between true PR and media relations

Real public relations is about how your behaviour influences your reputation, but for many managers (and as Heather says many practitioners) it simply means media relations and publicity.


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.