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Re: Using Social Media for PR

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  • Michael D
    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
    Message 1 of 5 , Dec 31, 2008
      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
      *are* there.

      Michael Driehorst

      Experienced, Proven PR & Communications Professional
      Y!IM: miked918
      GTalk: mike.driehorst
      blog: www.mikespoints.com
      Twitter: www.twitter.com/mikedriehorst
      LinkedIn: www.linkedin.com/in/mikedriehorst

      --- In prbytes@yahoogroups.com, "Ned Barnett" <ned@...> wrote:
      > I am including some digital media (as you call it - Social
      Networking media
      > as I call it), but I see little value in it other than blogs and
      v-logs (and
      > webcasts, online town hall meetings, etc. - but while they're as
      digital 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
      missed it.
      > Wouldn't be the first time.
      > My big initial turn-off to Social Media was the attempt by some
      (WOMMA comes
      > 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
      ethical PR
      > - that's the only kind I do - but I believe that the medium is
      immaterial -
      > 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,
      etc., to
      > 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
      PR person
      > 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
      tickets to
      > 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.)
      needed a
      > different set of ethical standards. F'instance, those folks at
      WOMMA said
      > 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
      same guy
      > 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
      action is
      > NOT unethical - in fact, it is state-of-the-art high-ethics PR 101.
      Yet the
      > 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
      about 15
      > 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
      names, with
      > 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
      I think
      > Social Media (beyond blogs and v-logs) are not yet ready for PR
      prime time
      > (with a few extremely off-center exceptions). And I do NOT think
      that we
      > 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
      - if
      > someone out there from WOMMA wants me to change my tune, grease my
      palm <g>
      > Ned
      > 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@...
      > http://www.barnettmarcom.com
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