Four Changes in how PR professionals should think differently about communications strategies for their organizations as a result of the new dynamics of the social media: Instantaneous Communication PR professionals must constantly and instantaneous be in communication with the shareholders of their organizations. Preparing for a press conference or even a newspaper article (that may take more than an hour to get out to the shareholders) may deem to be an insufficient mode of communication. Social web (Twitter, Facebook, Blogs, or an organization’s website) allows PR professionals to get their messages out to the necessary shareholders, instantaneously. Listening to the Shareholders Thoughts Organizations can no longer just send out messages and ignore any feedback. People constantly and can easily publicize their thoughts about an organization. Therefore, in order for an organization to properly ‘satisfy’ its shareholders, the PR professional should encourage its organizations to actively dialogue with their shareholders, encourage and accept feedback/suggestions/comments, and take action based on feedback provided by shareholders. Allow Open Communication and Transparency Due to social web, information is transmitted and spread, whether positive or negative, faster than a lightning bolt! A PR professional should encourage their organizations to be truthful and honest, as any cover-ups or inside information can easily be wide-spread. Allowing open communication and accepting responsibility will help maintain the trust and confidence people have in an organization. Furthermore, having the CEO or the face of an organization communicating with the shareholders (on a frequent basis) allows for a feeling of openness and thus a deeper sense of trust between the organization and its shareholders. Stay Updated/Current/Relevant Since the social web allows for information to be shared so easily and quickly, it is important to stay abreast of news or any changes affecting your organization or its shareholders. A PR professional should encourage their organizations to obtain any updates posted and discussed on the social web and ‘listen’ to those updates and determine the organization’s actions accordingly. For instance, if there is a feeling that your shareholders are moving towards healthy eating, your organization shouldn’t launch a new 7 layer cream cookie (that contains 700 calories, per cookie).
Four Changes in how PR professionals should think differently about communications strategies for their organizations as a result of the new dynamics of the social media:
ReplyDeleteInstantaneous Communication
PR professionals must constantly and instantaneous be in communication with the shareholders of their organizations. Preparing for a press conference or even a newspaper article (that may take more than an hour to get out to the shareholders) may deem to be an insufficient mode of communication. Social web (Twitter, Facebook, Blogs, or an organization’s website) allows PR professionals to get their messages out to the necessary shareholders, instantaneously.
Listening to the Shareholders Thoughts
Organizations can no longer just send out messages and ignore any feedback. People constantly and can easily publicize their thoughts about an organization. Therefore, in order for an organization to properly ‘satisfy’ its shareholders, the PR professional should encourage its organizations to actively dialogue with their shareholders, encourage and accept feedback/suggestions/comments, and take action based on feedback provided by shareholders.
Allow Open Communication and Transparency
Due to social web, information is transmitted and spread, whether positive or negative, faster than a lightning bolt! A PR professional should encourage their organizations to be truthful and honest, as any cover-ups or inside information can easily be wide-spread. Allowing open communication and accepting responsibility will help maintain the trust and confidence people have in an organization. Furthermore, having the CEO or the face of an organization communicating with the shareholders (on a frequent basis) allows for a feeling of openness and thus a deeper sense of trust between the organization and its shareholders.
Stay Updated/Current/Relevant
Since the social web allows for information to be shared so easily and quickly, it is important to stay abreast of news or any changes affecting your organization or its shareholders. A PR professional should encourage their organizations to obtain any updates posted and discussed on the social web and ‘listen’ to those updates and determine the organization’s actions accordingly. For instance, if there is a feeling that your shareholders are moving towards healthy eating, your organization shouldn’t launch a new 7 layer cream cookie (that contains 700 calories, per cookie).