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.
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.
General Motors’ chief executive Mary T. Barra explained the company’s second massive round of recalls in as many months, saying, “Something went very wrong in our processes in this instance, and terrible things happened.”
Social media measurement should be a holistic snapshot of engagement. Digital communications pros should capture the full spectrum of data.
Guinness USA has joined a growing list of major beer brands to boycott the St. Patrick Day’s parade in New York because gay and lesbian groups had been excluded. The brewer waited till pretty much the last minute to make its announcement, ensuring that the message surrounding the boycott would get maximum impact with the public.
Rather than leave any possible mystery as to how the money is collected and distributed, nonprofits have to be transparent with stakeholders from the get-go.