The advent of social media is both an opportunity and a threat for in-house PR departments in Australia. An opportunity because it is (or should be) a natural extension of the PR already being done; plus it provides an opportunity to further consolidate the role that PR plays within the organisation. But it’s a threat because if the marketing department grabs social media there’s a real chance that the whole role it can play for the organisation in building stakeholder goodwill and dialogue may be undermined as it becomes simply another promotional tool.
This is because the PR v marketing appreciation of social media is often diametrically opposed. From a PR perspective social media is all about engagement, dialogue, two-way understanding and respecting the integrity of the audience. For the marketer its another way to create buzz and promote a product. PR is thinking about the corporate reputation and the long term. Marketing is thinking about next month’s launch.
I was one of the first PR operators in Australia to actually use social media as tool (well, not me personally – but the agency which I headed up). So I’ve been through the learning curve.
Here are some reasons why social media should come under the PR Deaprtment:
- Social media is about connecting and having dialogue with audiences, where protocols and sensitivities abound. In that respect its no different from – in fact is just an extension of – dealing with those sensitive little souls – the media.
- Social media is about the principles of third-party endorsement and reaching the influencers to influence others. That’s what PR is all about.
- Social media exposes any organisation to things going horribly wrong and resulting crises and reputational damage. That’s why PR has a strong case for control.
But having said that here are some reasons why the marketing folk can be very nervious about giving control of social media to the PR Department.
- Sometimes internal PR Departments are perceived as being taking a ’let’s look at the worst case scenario’ approach to life. If this perception prevails marketing departments can look askance at letting the PR people take control of social media.
- The marketing people are being increasingly bombarded by interactive agencies who are trying to sell them clever,smart – and sometimes outlandish – ways the company/product. These people exude confidence, they are fun and exciting to work with – and because they are already in the digital area (albeit often only creating banner ads) they present themselves as social media experts.
Who controls social media shouldn’t become a beauty parade or personality contest. If PR wants to win social media those working within PR Departments need to make sure they become experts in social media.
They can’t afford to take a passive approach. They need to become ‘champions for the cause”. If its not on the agenda already they have to ensure that it is (after having done the necessary homework!). They need to take the lead in ‘educating’ Marketing as to what it can and can’t do. Above all they need to lead the debate as to whether social media is an extension of the long term corporate and brand positioning and values, or whether it is regarded as simply a tactical marketing tool along with direct mail and POS.
The bottom line is that the two approaches are like oil and water – they don’t mix. One is communication. The other is promotion.
Grant
Go to the Social Media index of PR Influences to see other articles I have written about online and social media.
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