For all its ubiquity, Twitter’s relatively young age illustrates an important point—most businesses are only starting to figure out how to wield it. And that hasn’t always gone well.
Are you relying on traditional PR services or are you creating an integrated social PR program? How you answer can significantly impact your work.
Social media has quickly moved to the top of the PR food chain. Sure, communicators have to know their way around social platforms and what distinguishes one social channel from another. But if PR pros want to advance within their organization—and land bigger salaries—they should reconsider some of the profession’s more traditional skillsets.
In the PR field, an effective employee knows how to pitch a story, cultivate relationships with the media and knock out a press release that stakeholders are going to want to read. But there are other facets that make a great employee, and transcend the day-to-day operation, as indicated by an informal inquiry of PR News’ audience.
Social media measurement should be a holistic snapshot of engagement. Digital communications pros should capture the full spectrum of data.
PR has changed radically in the last few years, and the tools in our arsenal seem to expand on an almost daily basis. Perhaps none has been getting as much attention as the advent of branded content.