PR class 2- Takeaway!
The classic public relations process has four steps which are: research, planning, communication and evaluation. Nowadays, the social media has made this communication model even less linear than it was before. In a nutshell, the new media has completely revolutionized the way in which communication is conducted. Taking the relationship between the PR office and the audience for example, now there are direct communication lines between these two groups. Brian Solis and Deidre Breakenridge make a valid claim that “companies lost 100% control of their communications a long time ago,” as social media has enabled people to discuss their brands across multiple platforms even in their absence. Social media is an effective tool for any organization today; maybe more effective than any other communication tool has been at any given time. However, this does not mean public relations officers or their clients should dismiss other less popular tools like newsletters.
This dilemma about what tool should be used brings us to a very important point: research is an absolute necessity. How often have we seen people dive into the planning phase directly without bothering to do the necessary preliminary research? Sure that can be a time-demanding and costly step, but it seems even costlier for any company or organization to forego this or any other aspect of the public relations chain. Your research will enable you to recognize not only who to target your message to and when, but how to do it, and with what communication tool.
Embrace the chaos! |
As concerns companies which fear to get involved in chaotic communication line created by social media, they need to heed to Solis and Breakenridge’s advice and embrace the chaos.”
References
Solis, B., & Breakenridge, D. (2009). Putting the public back in public relations: How social media is reinventing the aging business of PR. Upper Saddle River, N.J: FT Press.
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