Public relations is a diverse profession with a variety of specialties and skills; however there is one area that most professionals will agree is important across the spectrum: creating quality content. Whether it’s formal or informal, content must be composed of creative messaging that will resonate with readers. Writing content that is tailored to a specific platform and distributing it appropriately will likely generate engagement, sharing and result in desired publicity.
Social Media's archives
Social media is becoming a staple communication tool for brands. When it’s used correctly, brands can successfully build their image and their relationships with consumers. However, social media is prone to human error and lack of good judgment, which can tarnish relationships with followers and cause crises for brands.
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 recent social media failures and successes. Kmart’s response to negative social media feedback, Home Depot’s controversial tweet, using Facebook to spread a global movement and Kool-Aid’s innovative app are all covered in this week’s post. We also look at Charmin’s quick tweet-and-delete.
Even though social media has become an everyday tool for public relations professionals, it takes time and training to keep up with this constantly evolving technology. As it grows, the various platforms will continue to develop based on the needs of its users. While the changes are often welcome, it can become difficult to keep track of all that is happening in the realm of social media.
When people think of branding, they often think of logo design; however, brands are much more complex than just their visuals – brands require content, tag lines and more, all of which must work cohesively. Public relations practitioners are frequently given the responsibility to create content that adheres to branding. Catering to a brand may seem difficult; yet, if done well, consumer loyalty and other benefits may follow.
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.
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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.