This is a guest post by Mike Davies from ITPR.
Social media is a collection of platforms which allows businesses, organisations and individuals to engage with an audience, share content, gain awareness and “be part of conversations”.
If you think that sounds pretty similar – if not the same – to what public relations is all about then you’d be right.
You would also think, then, that public relations would be the natural “owner” of social media campaigning but, as with many other digital shifts, the PR industry as a whole was painfully slow to adapt to the potential of social media.
To fill the vacuum, dedicated social media agencies spawned their very own niche in the market.
Even now, many PR agencies still fail to understand or at least utilise social media in their campaign plans.
This, despite the PRCA’s recent PR and Communications Census finding that Online Communications has increased in importance for PR within the last year, according to 28% of those surveyed.
But with Inbound PR, some agencies are finally realising the potential for their campaigns and for their clients to use social media to reach out directly to prospects, customers and journalists and to increase the impact of their Earned media coverage.