Using Twitter for PR efforts should not be seen as a suggestion, but rather a necessity.
Now, in no way am I advocating PR professionals join Twitter and start pitching away at any and all journalists they find. This is a bad idea and will get you blocked faster than you can say, “SPAM-a-lama-ding-dong.”
What I find necessary are the useful things about Twitter that every PR person can and should use:
- knowledge finding
- personal branding
- community engaging
- relationship building
- idea banking
- advise seeking
If you keep some of these things in mind, I believe PR people will start to get more out of Twitter than you previously thought possible from this useful application that asks the question, “What are you doing?”
Why do I believe this? Because our organizations or clients are made up of people and not pitches. Todd Defren of PR Squared puts it this way:
In the Social Media era, getting better at Public Relations means getting better at the Relationships, not the Publicity. [emphasis added]
If PR people believe the statement above, then we can be better at putting into practice the statement below:
…public relations builds relationships and creates an ongoing dialogue of interaction and involvement with an organization’s target audiences and those who influence those audiences.
How do you use twitter? Are you using your twitter-hood to its potential?