Comments on: Marketing Trends: Public Relations Budgets going Social? http://www.chriskenton.com/2008/11/marketing-trends-public-relations-budgets-going-social.html Marketing AND Technology AND Society Thu, 26 Jan 2012 18:40:49 -0500 http://wordpress.org/?v=2.8 hourly 1 By: Chris Kenton http://www.chriskenton.com/2008/11/marketing-trends-public-relations-budgets-going-social.html/comment-page-1#comment-1076 Chris Kenton Mon, 10 Nov 2008 22:57:12 +0000 http://www.chriskenton.com/?p=492#comment-1076 I think you're right, that GOOD PR do people have a lot of the appropriate skill set for SMM. The question is whether or no they understand and embrace what's truly different about social media. PR needs to evolve from being "The Voice of The Company", to being the choir director. They need to train people within the company not how to be interviewed or be on TV, but how to engage effectively in online dialog--social media training instead of media training. Instead of developing talking points to deliver, they need to develop engagement strategies that identify which conversations and topics the company should participate in, and how the company can add value to the dialog. PR skills are still important, but PR people need to learn how to delegate more and control less. Finally, I think a big challenge for making the leap from PR to SMM, is the need to integrate more tactically with other marketing programs and initiatives. That's always been a challenge for PR, but now, the links between SMM and search marketing, lead gen, content strategy, media buying, channel operations, etc. are far more direct, and far more sensitive. I think you’re right, that GOOD PR do people have a lot of the appropriate skill set for SMM. The question is whether or no they understand and embrace what’s truly different about social media. PR needs to evolve from being “The Voice of The Company”, to being the choir director. They need to train people within the company not how to be interviewed or be on TV, but how to engage effectively in online dialog–social media training instead of media training. Instead of developing talking points to deliver, they need to develop engagement strategies that identify which conversations and topics the company should participate in, and how the company can add value to the dialog. PR skills are still important, but PR people need to learn how to delegate more and control less.

Finally, I think a big challenge for making the leap from PR to SMM, is the need to integrate more tactically with other marketing programs and initiatives. That’s always been a challenge for PR, but now, the links between SMM and search marketing, lead gen, content strategy, media buying, channel operations, etc. are far more direct, and far more sensitive.

]]> By: fromtherooftops http://www.chriskenton.com/2008/11/marketing-trends-public-relations-budgets-going-social.html/comment-page-1#comment-1075 fromtherooftops Mon, 10 Nov 2008 21:56:27 +0000 http://www.chriskenton.com/?p=492#comment-1075 So the burning question remains: Will PR firms successfully transition into the SMM space? As you point out, GOOD PR people have the appropriate skill set for SMM...but will the traditional PR firm be able to shift with their people? Some will, some won't. As a result, I'd expect to see a continuing boom in former PR people turned SMM consultants. So the burning question remains: Will PR firms successfully transition into the SMM space? As you point out, GOOD PR people have the appropriate skill set for SMM…but will the traditional PR firm be able to shift with their people? Some will, some won’t. As a result, I’d expect to see a continuing boom in former PR people turned SMM consultants.

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