Re: Using Social Media for PR
- Ned -- and others who follow his view points,
It's as simple as different tactics and strategies have different
processes and ground rules. In social media, it is so much more
personal than in traditional PR and other marketing communications.
For example, you don't take the same approach for writing, tone,
expectations, etc., for print advertising campaign as you do for media
Transparency, honesty, being the person behind the ID and who you say
you are, etc., are expected.
I'm sure Ned is successful and will continue his blogs (but, not
allowing comments, as he has said). If he goes against those
established ground rules in social media marketing, sooner or later he
-- like others -- will be caught and called out for it. Then, like any
good PR pro will do, he will review the backlash and respond accordingly.
In social media marketing, digital marketing, online PR, whatever you
want to call it, there are different ground rules than traditional PR.
Whether you believe or adhere to it, is up to you.
But, the differences in ground rules and expectations for behavior
Experienced, Proven PR & Communications Professional
--- In firstname.lastname@example.org, "Ned Barnett" <ned@...> wrote:
> I am including some digital media (as you call it - Social
> as I call it), but I see little value in it other than blogs and
> webcasts, online town hall meetings, etc. - but while they're as
> this email, I don't consider them as "digital" (i.e., social networking)
> media). I remain poised to be proven wrong, but I think that the media
> itself is too here-today, gone later-today and too "social" (vs.
> for real impact. This could change, or it may have changed and I
> Wouldn't be the first time.
> My big initial turn-off to Social Media was the attempt by some
> to mind) to try to impose a bogus series of "ethical standards" onto
> media that were different from, and far more restrictive than, the
> that have traditionally guided PR professionals. I'm a big fan of
> - that's the only kind I do - but I believe that the medium is
> either an action is ethical or it's unethical.
> Let me give a blown-out-of-proportion example that might make things
> or might confuse the hell out of everybody, including me. It is both
> unethical and illegal for an elected official to accept a bribe.
> while it is illegal for a lobbyist to offer a bribe, it's not
> Toning this over-the-top example down, this same principle applies to PR
> when we in the field offer gifts, dinners, sporting event tickets,
> media people. Some news media outlets set ethical standards that prevent
> reporters from accepting such inducements and incentives - they say
> anything of value is unethical. Fine. Others (travel writers, real
> writers, etc.) are allowed to take freebies. But regardless of the
> outlet's stand on its reporters' ethics, it is not unethical for a
> to offer a travel writer an all-expenses-paid trip to Vegas to see a new
> casino-hotel the PR guy is promoting . or offering a couple of
> the Lakers game to a CNN business reporter the PR guy's trying to
> to get his client CEO interviewed.
> So I just never did buy the notion that social media (blogs, etc.)
> different set of ethical standards. F'instance, those folks at
> that a PR person couldn't ghost-write a blog for a CEO - the CEO
> had to type (or, perhaps, dictate) the blog himself. This is the
> who we write speeches for CEOs (nobody expects the CEO to write her own
> speeches, but nobody gets bent out of shape if a PR person does the
> or who makes up CEO quotes for press releases. That time-honored
> NOT unethical - in fact, it is state-of-the-art high-ethics PR 101.
> social media extremists wanted to basically cut PR people out of the
> unless we put our own names on our own blogs (as an aside, I write
> blogs on different topics, from PR and IR and Crisis PR and Marketing to
> building plastic model airplanes or critiquing candidates' political
> strategies - but I also write blogs for my clients, under their
> nary an ethical qualm).
> Hey, that's just me, OK - you may agree with WOMMA, or you may think I'm
> antediluvian (or at least antebellum) in my outlook. So be it. But
> Social Media (beyond blogs and v-logs) are not yet ready for PR
> (with a few extremely off-center exceptions). And I do NOT think
> need to junk a hundred years of sound ethical practices just because the
> medium changes. If it's ethically good enough for TV and newspapers and
> magazines and radio, it's ethically good enough for digital/social
> networking media. However, it's not unethical for me to take bribes
> someone out there from WOMMA wants me to change my tune, grease my
> Ned Barnett, APR
> Marketing/PR Fellow, American Hospital Association
> Barnett Marketing Communications
> 420 N. Nellis Blvd. A3-276
> Las Vegas NV 89110
> 702-696-1200 - ned@...