Mastering Public Relations in Social Media

Social media is reinventing the public relations playbook – and bringing with it the potential to raise the corporate profile of PR professionals. After all, PR professionals are among those who have pioneered the frontiers of social media.

This white paper attempts to spread the early social media “lessons learned” by pioneering PR pros to those “fast followers” who are right behind them. Based on interviews with more than a dozen pioneers, it culls out a series of lessons we think of as “Social Media 102.” Among the social media practices described below are:

  • “Connecting” with your target audience in social media
  • Earning more media through social media
  • Crisis management in social media
  • Do’s and don’ts – including the classic, “don’t be a jerk”