As communications enters a variety of new mediums enabled by technology, we must continue to assert our expertise and ensure that what is communicated through these channels is managed, planned and developed by PR pros. Although traditional forms of communications continue to decline, there are plenty of opportunities rising up through the Internet’s ability to connect people quickly. Whether that’s simply making sure your organization is found online (Search Engine Optimization) or diving into the world of real-time communications (Twitter), it’s got to be managed by the specialists.
Particularly when it comes to communications mediums that are enabled by the newest of technology, there’s an ongoing debate about whose responsibility it is to dictate how to work within those mediums. Social technology with its empowering aspect brings a certain pressure on communications experts – that because as Shel Holtz points out – the argument is that social media is so widespread that it becomes the work of everyone. Similarly, communications via technology tools such as Content Management Systems, or other technology-enabled tools like Video Feeds or Podcasts come with a certain pressure from the technology experts who control them, whether that’s your internal Information Technology Specialist or an outside contractor.
Fundamentally though, what gets communicated should remain under the direct control of the PR pro; because while the technology behind the mediums might change, from newspaper to real-time chat, the strategy and the execution of communications stays the same. You might be talking through a different channel, but how you talk and persuade is static.
Why isn’t everyone an expert?
While everybody can use social media, that doesn’t mean everybody is an expert. Holtz points out that everybody can make eggs, but that doesn’t qualify them to be a chef at a high end restaurant. Additionally, letting technicians control the messaging is like letting your printer control the content of your print publications – as Holtz notes, the technician’s job is to make sure it looks the way it’s supposed to, and the PR pros job is to determine the content.
In a recent post by Kristy Scott at adliterate, she furthers the idea by arguing that just because everyone has feedback, doesn’t mean it’s valuable. Ideas can’t come from anywhere, and they shouldn’t. For the sake of focused and coherent communications, it’s best if the messages come from the people whose job is to craft them every day.
From my own personal experience working with a large marketing group and a larger group of technology experts above them, the most effective campaigns were the ones where public relations and marketing used the source information they received from the technology professionals and crafted it the best way they could to elicit the desired response from the key audience.
When this hand-off wasn’t so clean and feedback continued to be received from all parties, the results were often muddled, compromise-ridden messes – neither effective in communicating the right technical details nor emotionally resonant enough to reach people effectively. Sometimes a good communications idea can come out of a non-traditional source, but I would agree with Scott that the majority of time, the best communications are those crafted by the people whose career depends on them.
The key is to understand that a PR pro’s job is not limited to a few simple activities. To say that specializing in social media or any other technology-enabled forum (SEO or Online Community Management) is the role of people outside of PR is looking at things with too narrow a focus; in my opinion, PR as a skill set is not a concrete checklist, but a larger set of meta-skills. Whether it’s social media, investor relations, community management or technology PR - these are areas where PR pros can and should be responsible.
The true responsibilities of a good communicator are wide-spanning; that means we as communications experts need to learn and become experienced with these tools so that they become a part of our broad range of communications skills. When and if new mediums open up where communications can be established, it is the responsibility of the PR pro to manage and (directly or indirectly as often is the case in social media) guide them – because public relations is about managing relationships no matter where or how they take place.
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