Abbie Fink, vice president and general manager of HMA Public Relations, and the current president of the Phoenix Chapter of PRSA, presented at Monday’s meeting on digital communications.
It seems like that is all we hear these days, that traditional media is out and new media is the key to success. However, that is not how Abbie sees it.
She believes PR success involves an all together approach incorporating both traditional and digital media. While the new media has broadened our reach as public relations practitioners, we still have the same practices when communicating online. Primary practices include having strategy and content, be authentic, separating opinions from facts and being responsible for what we write.
Another good point that Abbie made was that we should be calling this new type of communications as integrated or digital, not under the label of social media. It provides us with expanding tools to have control of consumers, more consolidation of key players and the ability to foster relationships and discussions.
A student asked if everyone should be on sites like Facebook and Twitter. Abbie said that sometimes social media isn’t the best source for clients to communicate to consumers. But given the participatory culture that we currently live in, everyone should be aware of the digital landscape and the potential it has to either improve or destroy reputation.
One piece of advice that Abbie concluded with is the grandma rule. “If you don’t want grandma to see it, don’t post it.” Branding is essential when it comes to maintaining both a professional and personal career. As PR practitioners we have to build credibility and trust and that obviously takes time, especially as students.
Abbie recommended the book “Trust Agents” by Chris Brogan and Julien Smith as a great resource in learning how to use the web to build influence, improve your reputation and earn trust; the three essential components when engaging in new communications.
I had a great time chatting with the chapter. And congrats on the addition of 32 new members. That is something.
ReplyDelete