As social media becomes an increasingly important communication vehicle, public relations professionals are constantly trying to build it into their campaigns. Social media’s benefits are most apparent when it’s used creatively and effectively. Public relations practitioners value social media because of its ability to reach the masses directly; however, to stand out from the clutter, innovative messaging and creative tactics may help tailor campaign messages and provide originality that will stand out to subscribers.
Social Media's archives
The social media experts of the world often share social media “best practices” for brands and companies to emulate. However, public relations professionals can learn just as much (if not more) from “worst practices.” On what seems like a daily basis, brands and companies are finding themselves in hot water for their activity, or lack of activity, on Twitter or other social media sites.
In this week’s PRSA “Friday Five” post — an analysis of the week’s biggest public relations and business news and commentary — we look at the controversial act of “astroturfing” and New York’s fight against the practice, airlines that are shooting themselves in the foot and a food brand that is getting the Chick-fil-A treatment. Finally, we will discuss a publication taking a hard stand against social “trolls.”
Digitally savvy corporations can finally stop worrying that their last Tweet or Facebook post might have inadvertently disclosed material information to investors. The Securities and Exchange Commission recently issued a new “Guidance Update” that provides welcome direction on when and how social media may be used by publicly traded companies while remaining in compliance with federal regulations.
The SEC has long been concerned with timely disclosure of company information to the public. In 2000, the agency promulgated Regulation FD in an effort to prevent earnings and other important information from trickling out to investors and the public at large. Through the use of the SEC’s online filing system, EDGAR, and the processes set forth in Reg FD, timely notification could be made. The problem? Reg FD does not address the digital world we now live in.
My students at Curry College hear this all the time from me: “Never stop learning.”
Most of them, having willingly (or not!) suffered through at least two or three of my PR-related courses, have figured out the best response is a gentle sigh and understanding nod of the head. They know they’ll hear it a dozen or more times in the course of the semester, so they humor me.
So it was with a gigantic sigh of satisfaction last night that I heard the guest speaker for our PR student association say exactly the same thing as part of her “how I got where I am and how I’ll get ahead” presentation.
Editor’s note: This is the 6th in a series of 12 guest posts from industry thought leaders predicting key trends that will impact the public relations industry in 2013. Hosted under the hashtag #PRin2013, the series began Jan. 7, 2013, with a compilation post previewing some of the predictions.
Not to say I might’ve mentioned this in the past, but well, I did.
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PRSAY is a forum for PRSA members and other public relations professionals to engage in a dialogue with PRSA leaders, exchange viewpoints, and share perspectives on issues of concern to the Society and the public relations industry as a whole. The views and opinions expressed here are those of the authors and do not necessarily reflect the official policies or positions of PRSA.