It’s time to get your hands dirty Public Relation professionals. The Public Relations field is known for our ability to transform and change so we are a balanced field. PR practitioners need to immerse, experiment and learn. New Public Relations Professionals and students now have a foot in the door when trying to get a job in the PR field because of their education in Social Media. There are so many different social media networks out there; you can become lost in the tidal wave of social media. In the new Public Relations 2.0, social media is the new means of communication and therefore there is going to be a new tool kit for PR.
Tools in the new tool kit for PR 2.0 and the future.
- Online research: surveys, polls and online focus panels.
- Smarter e-mail communication to journalists, which produced better results.
- E-Newsletters to build better relationships with the media and other constituents.
- Monitoring tools to track online news stories, competitor initiatives and editorial coverage.
- Webcasts including training seminars, Town Hall meetings and speaking engagements/seminars.
- Crisis websites that mirrored public sites and could be switched on “live” if crisis struck.
- Online newsrooms with interactive features and information available for the media 24/7, to build stories and reach their deadlines.
It is becoming an essential to have many of these tools in your tool kit for the new PR but I also agree that it is essential to have to basics. The research, writing, recognizing and telling a compelling story will always be the basis of good public relations. Many of the new tools are enhancing the basics and helping us to create more value in the relationships that are forged as a result. Technology will continue to advance and provide us with better, faster and effective ways to collaborate, but it’s our ability to listen, understand and interact with the public the right way that propels us forward but it is Public Relations time to use these new tools and get their hands dirty.