Introduction

“Putting the Public Back in Public Relations” by Brian Solis and Deirdre K. Breakenridge is an illuminating guide that examines the transformative impact of social media on the field of public relations (PR). Published in 2009, the book explores how PR professionals need to adapt to a rapidly evolving social and technological landscape. The authors articulate the necessity for PR to evolve from traditional methods to a more interactive, engaging, and socially integrated approach to truly cater to the “public.”

Redefining Public Relations

Major Point: The authors argue that the traditional PR model is outmoded and fails to engage the modern audience effectively. Social media has disrupted PR’s one-way communication model, demanding real-time interaction and engagement.

Actionable Step: Transition from monologues to dialogues. Instead of merely broadcasting company news, PR professionals should actively engage with audiences on platforms like Twitter, Facebook, and LinkedIn. They should listen to conversations, respond to queries, and partake in discussions.

The Role of Social Media in PR

Major Point: Social media is a powerful tool that can shape public perception more dynamically and interactively than traditional media. By leveraging platforms such as blogs, wikis, podcasts, and social networks, PR can foster more genuine and immediate connections.

Example: The book references successful brands like Dell, which used Twitter to resolve customer complaints swiftly, turning potential PR issues into positive customer experiences.

Actionable Step: Implement a social media monitoring system to track brand mentions and sentiment. Utilize tools like Hootsuite or Sprout Social to manage and respond to social conversations effectively.

Engaging the New Influencers

Major Point: Traditional media gatekeepers, like journalists, are no longer the only influencers. Bloggers, podcasters, and social media personalities play a significant role in shaping public opinion.

Example: The authors mention how companies like Zappos have successfully engaged with bloggers and social media influencers to amplify their brand message.

Actionable Step: Identify and build relationships with key influencers in your industry. Use platforms such as BuzzSumo or Followerwonk to find individuals with a significant following and tailor your outreach efforts to collaborate on content or promotions.

Creating Authentic and High-Quality Content

Major Point: Quality content that offers value is vital to engaging audiences. Authenticity and transparency build trust, which is essential in a social media-driven PR environment.

Example: The book highlights how Blendtec’s “Will It Blend?” video series garnered massive attention and established the brand’s authenticity and innovation.

Actionable Step: Develop a content strategy that focuses on providing valuable, engaging, and shareable content. Consider creating how-to videos, informative blog posts, or behind-the-scenes looks at your company.

Real-Time Communication

Major Point: The immediacy of social media requires PR departments to operate in real-time, responding quickly to news and events. This agility helps maintain a brand’s relevance and keeps it in the public eye.

Example: The authors reference how JetBlue’s prompt and transparent communication during flight delays helped mitigate negative public perception.

Actionable Step: Establish a rapid response team within your PR department. Ensure this team is equipped with the tools and authority to communicate quickly and clearly during any events or crises.

Measuring Social Media Success

Major Point: The effectiveness of PR campaigns must be measured with a new set of metrics that go beyond traditional media coverage. Engagement, sentiment, reach, and conversion rates are crucial indicators of success in a social media context.

Example: The authors discuss how companies use Google Analytics to measure web traffic generated from social media campaigns and adjust strategies accordingly.

Actionable Step: Set up comprehensive analytics to measure various aspects of social media performance. Tools like Google Analytics, SocialMention, and other native social media analytics can provide insights into engagement, reach, and ROI.

Ethical Considerations

Major Point: With the democratizing power of social media comes the responsibility of ethical communication. Misleading or manipulative tactics can quickly backfire and damage a brand’s reputation.

Example: The book mentions incidents where astroturfing (fake grassroots campaigns) led to severe backlash against companies.

Actionable Step: Adhere strictly to ethics and transparency in all communications. Ensure that any sponsored content or endorsements are clearly indicated as such to maintain audience trust.

Building a Community

Major Point: Creating a loyal community around your brand is more sustainable than just seeking fleeting media hits. A community that feels valued and engaged will advocate for your brand organically.

Example: Harley-Davidson is highlighted for its success in building a strong, loyal community of enthusiasts who actively promote the brand.

Actionable Step: Focus on grassroots community-building initiatives such as creating user groups, hosting events, or launching brand ambassador programs.

Best Practices for Social Media PR

Major Point: Implementing best practices such as consistent posting, using multimedia content, and maintaining a genuine brand voice are critical for social media success.

Example: The authors provide examples of brands like Starbucks and their consistent, engaging social media presence which strengthens their brand loyalty.

Actionable Step: Develop a social media calendar to ensure regular and diverse content posting. Incorporate a mix of text, images, videos, and interactive polls to keep the audience engaged.

The Future of PR

Major Point: The future of PR lies in integrating seamlessly with social media and continually evolving with technological advancements. Staying ahead of trends and being adaptable is crucial for long-term success.

Example: The book predicts the rise of mobile browsing and the importance of mobile-friendly content, which has indeed become a central focus for modern PR strategies.

Actionable Step: Stay informed about emerging social media trends and technology by participating in industry webinars, reading relevant blogs, and experimenting with new platforms and tools.

“Putting the Public Back in Public Relations” serves as a comprehensive guide to transforming PR practices through the power of social media. Solis and Breakenridge make a compelling case for PR professionals to engage more authentically with their audiences, leverage influential voices, produce high-quality content, and operate in real-time. By following the actionable steps outlined in the book, PR practitioners can effectively navigate the social media landscape, build enduring relationships with their audience, and ensure their strategies are both current and effective. As the book underscores, the future of PR is intertwined with social media, demanding innovation, agility, and steadfast commitment to ethical practices.