The mostly official blog of the Hodges Partnership and Hodges Digital Strategies.
April 26, 2012 | by Jon Newman
OK, here we go. Time for your daily dose of blasphemy on this Thursday. Hold on to your hats but this is something that's been bothering me for a while especially as a personally stand one foot in each bucket.
Are we spending too much time focusing on social media when good old-fashioned public and media relations still works just fine?
Before you say Jon, we can and should do both, I will quickly agree with you but add that maybe we should prioritize the time spent on both so we meet all of our clients goals.
Is it summed up with a question I recently asked my PR/social media class at VCU as they were wrapping up their semester-long social media projects. "Given the choice would you rather have a smooth and successful social media campaign for a client, or get them a media relations hit on Good Morning America or The New York Times?" To a person (and they are pretty plugged into the changing PR landscape) they choice the big national media relations hit.
I can't say that I disagree with them.
I haven't changed my thinking about social media and what it can accomplish, I am saying we may be hitting a slight plateau. Given the continued struggle to prove ROI and the fact that EVERYONE (ad agencies, marketers, the guy on the street corner) is offering what they claim to be as comprehensive social media consulting, maybe we in PR need to re-look at our core competencies and what we can still offer.
Sure the media pool is shrinking, but it's not dead by a long shot. And clients eyes still get really wide when they see their products or companies on TV, online and in print. As it gets harder to "break through" on the internet interstate that Facebook has become and as we try on the fly to figure out if Pinterest is going to be the next big play or big fail, let's not forget what has worked for us for the last century or so.
So while we blog and slog it out to see who will comment or share our next post, we may have clearer sailing and a larger "ROI" by making sure we still reach out to national media who still know and can report a good story when they see one.
No, I haven't changed my overall thinking. Yes, we at Hodges are still defining best practices for social community management and have three Facebook contests going on for clients simultaneously. But we also just completed some very cool New York media tours that will bear tremendous fruit.
As Darrell Royal, the patriarch of University of Texas football used to say, "Don't forget to dance with the one who brung ya."
It's gotten us this far.4 commentsPosted in: Media Relations | Public Relations | Social Media | The Hodges Partnership