The PR Theater of Operations Will Flee Email for Social Networks

Quietly, perhaps without us even noticing it, a massive shift has taken place. Social networking is booming in 2007 and it's a far more mainstream activity than blogging or podcasting ever was. It's appeal is far greater because social networking fosters connections. Statistics bring this to light. However, the greatest evidence is anecdotal. (Note: MySpace, a major social network, is an Edelman client)

Consider, for example, that social networking has become fodder for mainstream outlets like NPR and the Today Show. In addition, I see it in my own online habits. I spend much more of my online time on sites that allow me to connect with my friends, some of whom are virtual. This is allowing content that I care about to surface and find me.

Further, many people are choosing to send emails through Facebook or Twitter. This annoys some, including me, but the cultural shift is what interests me most.

Content that finds you is a theme that Cisco's Dan Scheinman often talks about. He believes, as do I, that in the years ahead social networks will define media consumption for millions of connected citizens. Recognizing this, the media is slowly making a pivot, turning their own sites into platforms for participation or by embedding themselves into existing social networking sites.

This begs the question - if social networking is a backbone that will pervade almost all of our online activities, what about PR?

Most of the stories you see on TV, in print publications or, increasingly online, PR professionals had a hand in, at least in part. In some cases we were called to respond to supply information. Other times, we successfully generated the story. Relationships are what makes PR work.

Many PR professionals are good pitchers. They know how to sell a story to a reporter. Email is the primary way this happens. Thousands of story pitches are circulated daily.

However, I believe that as more of us in the trade join the massive movement to participate in social networks, big things will happen. Social networks will become the primary theater of operations for PR. It will be where  journalists and PR pros  connect, perhaps sometimes out in the open. Even better, it will be where journalists, consumers and PR pros work together toward a common goal. Journalists are already discussing these topics actively on a new Facebook group that popped up.

The golden age of transparency in PR is coming. It will be painful, but the social networking genie is out of the bottle and with that the venue for PR will shift out of email into such open platforms.

Comments

As a PR professional, I couldn't be happier with the increased level of transparency offered through social media. I think what is interesting about social media is the confusion felt by the PR community. For eg. in a recent survey by Dow Jones and the PRSA, 88% of PRs think new media helps them reach mass markets, yet almost half think new media like social networking sites, create ethical problems. i.e. are they reputable? How is value measured? Value has long been an issue the PR community has grappled with and may continue to be a road block to social media engagement until we alleviate the ethical concerns. Here's some more info: www.factiva.com/prsasurvey

[Kevin Dugan]

It certainly makes it easier for you to get to know your source. It also increases the "opportunity" for bad pitching.

[andrew foote]

No doubt relationships between journalists and PR people can be strengthened through social networking sites. Facebook is a prime example of this. Not sure I agree that it's a venue for pitching though. My guess is that most journalists using social networking sites will only accept friend requests from people they know and trust. Thus, the credibility still needs to be built through email, face-to-face meetings, etc. Like you said awhile back, online doesn't replace what happens offline....the web makes the physical connections we have stronger. Until those relationships are established, email and phone will be the primary channel for pitching. The reality is that most PR pros (especially juniors with limited contacts) don't have a sizable rolodex of reporters who would be willing to say "sure, let's be friends on Facebook." Don't get me wrong..I like this thinking. I just think we're a ways off from the majority of journalists being comfortable with an open platform for information exhchange.

[Josh Bernoff]

It would be nice if you were right.

I will believe this when my mailbox stops filling up with email pitches.

[Christopher Hamm]

Online Social networking has always been around the method of communicating has just improved more. The real differences are only that access is more ubiquitous and tools are improved.

I believe what Mr. Rubel talks about should be looked at as a tool to leverage. Unfortunately, just like any tool you can smash your finger with it if not correctly used.

[B.L. Ochman]

I only accept friend requests on socnets when i know the person, or when their profile is of interest.

Communication in general has gotten more open but i think that makes it harder, rather than easier, for PR people to pitch anything that isn't actually newsworthy.

[Michael Kovacs]

Hey Steve,

Great post. Hope you don't mind the quick plug but you and your readers may or may not be aware of a community site that is intended for PR and influencers, http://www.pitchwire.com. The aim is to help both sides communicate more effectively.

PR can pitch influencers through the site and move the conversation from email to what is essentially a CRM for pitching. It's also a tool to keep up to date with contacts and build new relationships when influencers announce stories they are working on that are in your area(s) of coverage.

We're definitely open to your feedback as well as your readers to help get the service to where it would be valuable to both PR and influencers.

-Michael
Co-founder PitchWire

[Lee Aase]

Hi Steve - I couldn't agree more. I wrote something about how it would be in the interest of both journalists and PR in the health and medical field to engage in the same social networks (I suggested Facebook, not an Edelman client), as sort of a "Cheers" for Medical News.

I think the other social network sites may be good, but I really believe that unless they offer amazing functionality, the groups will migrate toward Facebook and MySpace, where people won't need another account or password, but can just join groups with a couple of clicks.

http://leeaase.wordpress.com/2007/07/26/cheers-for-medical-news/

I would be interested in your thoughts.

[Chad White]

It's really in vogue to proclaim the decline of email right now. But despite the rise of social networking, RSS, blogs and everything else, email remains. That's because email works in tandem with all these web 2.0 tools and enhances them.

[David Scott Lewis]

Nonsense. More hype. Besides the tech sector, a lot of PR types can barely turn on their computer.

And, fact is, PR wonks will get sick and tired of switching to the latest and greatest (and overhyped) social network every year or so.