Thoughts on Social Media & Organisations
I’ve had a number of conversations recently with various people about social media and its impact on organisations. After many bungled, inarticulate attempts at explaining my thoughts I resorted to pen and paper.
So my hypothesis (and I’m sure its full of flaws) is that as social-media powered conversations start criss-crossing the ‘wall’ separating the organisation from the public, the PR ‘gatekeepers’ who traditionally worked at the boundaries will end up in the background, monitoring and coaching all the newly empowered individuals that have now have ‘relations’ with the ‘public’. Meanwhile, the old-world media will increasingly report on and build stories from the public conversations happening in plain view.
Note: I have absolutely no background in PR so this is a bit of a stab in the dark based on my (probably ill-conceived) view of what PR folks do.
Interested in views on whether the picture should be tweaked (or even torn up!)
At the moment there is still a need for controlled and approved media output, and a big launch can lose its impact for everyone if leaked – and there are market sensitive announcements that need managing carefully.
I think that you are absolutely right about the changing roles of PR people. Internally, news production will need to spped and take a greater sense of urgency if you are to be first with your own story. External consultant will have to metamorphosise considerably into role of trusted advisor, as the inhouse role taks on new importance. The training element that you’ve identified is key.
Exciting times with lots of opportunity for people prepared to move with the flow and keep learning – and who are prepared to experiment.
There’s nothing static and the rule book is all turned upside down.
There’s only one thing I’d challenge: I do think that PR is in the centre not the edge though – but of course, I may be biased!