I recently wrote a piece for PR News Online about why it still feels PR agencies are missing the social media boat. There's talk-sure, but not enough action (i.e. participation).
Too many PR agencies are doing social media the way ad agencies do PR. Of course, I'm generalizing when I say this. But I've been in lots of meetings where ad folks equate PR with publicity—for the ad campaign.
And while publicity/media relations is still a fundamental part of our job, it's not the be-all and end-all—unless, that is, you happen to be a publicist and your goal is generating loads of that proverbial buzz.
Unfortunately, we can draw a similar analogy when it comes to PR and social media. Too many firms claim they understand it, yet simply add blogger outreach or Facebook page management to their services toolkit.
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Please let me know what you think and some of the other things our industry could be doing. Is there still time for PR as an industry (and not individuals) to take a leadership role in social media?