Deirdre Breakenridge has posted an interesting article describing why she feels that public relations professionals must now embrace a mixture of traditional channels with new social media channels. I believe she is right. No longer are there just a few editors, publishers and gatekeepers to control the message. Now that it is very easy for anyone to reach just about anyone the role of public relations must be seen in a new light with the dawn of social media.
I just ask one question.
What happens when the PR function uses social media the wrong way and merely pushes out messages to an audience who may receive it but not actually hear it above the noise of all the other messages? What if marketers with good intentions become nothing more than non-targeting spammers only using social media channels?
My fear is that marketing folks will push out so many messages to try to create pull that the whole concept of business communications and marketing will have to be reexamined because it will amount to nothing more than spamming in the social space.
I cannot stress enough the importance of attracting and targeting the right audience with the right message of interest. It is not a game of numbers anymore, it is a game of quality and you cannot carpet bomb your message and hope you hit the right people with it.
Your message must be heard by the right people and it must be compelling and it must be done with surgical precision.
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