The use of new media had been changing fast in distributing information to the audiences. It might as well have jumped far from the use of traditional media as technology move to fast in this modern world. Therefore, most PR practitioners engage with social media to achieve their objectives.
There is few innovative ways use by PR PROS to use social media. First of all, Tap into Breaking news.
For example :
New York Public Library with fast actions and tactics make it as the number one public library in both Twitter and Facebook. As said by the Director Angela Montefinise, usually they use Twitter to insert the NYPL into day’s breaking cycle. By tapping into breaking news, public will be more alert and aware about the news that any organizations sent.
Second, is connect with the freelancers.
This is one of the example whereby Rwanda’s tourism department were asked to find travel writers that can tour to the whole country. However, they only supported all the cost accept the airfare. Since there were no supports, they tried different ways by using Twitter. Amazingly, the contest attracted 82 entries, and three people from the U.S. were selected as winners. While in Rwanda, they posted a combined 448 tweets that were visible to more than 1.5 million people, and the entire week’s Twitter activity made over 45 million Twitter impressions.
Third one is Create Proprietary Influencer Networks. Some companies may use social networks as the medium to deliver entire network of social influencers to deal with their clients. For example in Malaysia we can see through online blogspots whereby they communicate and reach their clients not from their own shops but from the blogspot itself.
Last but not least is Connect with Media at Events. The real-time nature of social media allows PR professionals to insert themselves where and when news is happening, and sometimes even track down the people reporting on. This is a necessary so that they will always connect with any events that happen from time to time. “The only way I was able to reach reporters was via Twitter — all emails and phone calls were lost,” says Kristen Nelson from PetersGroup Public Relations. “In the past, our firm would initiate aggressive email and phone outreach in order to distribute news releases, set up briefings and interviews with the media on behalf of our clients. Now, we follow key influencers and media on Twitter.”
Retrieved from http://mashable.com/2011/04/07/innovative-pr-social-media/ |
| Noorliyana bt Abd Rahaman |
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