The Changing World (& Responsibilities) of PR

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The Changing World (& Responsibilities) of PR
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I've said it a few times before: the Internet has drastically changed the way professionals and companies alike are performing public relations. The Internet has made it easier to do PR, but it's also increased the responsibilities that a company has. While it is easier to release information, get in touch with the public, and address crises, there is an increased responsibility because the public knows how easy it is; with that ease comes a sort of expected response. If a crisis is underway, I expect a company to be responsive, available, and accountable because it is so easy to be these things online.

Ways to take advantage of these changes and to be more responsive:

Monitor the web. With free tools like Google Analytics, Alerts, and keyword searches, it's easier than ever to see what's being said about you and your company. Know that it is vital to your company's success that you monitor that talk and that you respond when necessary. As stated above, the ease of replying to someone's blog or Tweet can work against you if you fail to respond.

Get involved. Things like Twitter, Facebook, blogs, etc., have greatly changed the vehicles through which a company can get in touch with their customers, bloggers, and the media. Companies are looking to expand their social media reach, and they can do so on their own using the above tools. Blogging, Tweeting, and using tools like Facebook can get you connected; it just takes time.

Keep up-to-date with changes. Smart companies are already using social media and are staying up-to-date with other new tools. Things like Foursquare can be the new frontier for companies to explore. PR and marketing are merging because of the Internet, but there is still so much that can be done through PR that marketing cannot do. For example, a Twitter update can reach thousands of users in an instant, and beyond that, those users can retweet that update to reach even more users. (Click here to learn more about Twitter and what a retweet is.) It is important to monitor the web for what's being said about your company as well as changes in the online world, your industry, and Internet tools.

Use as many tools as you're able. The more areas you are present and participating in, the better. Companies can create pages, accounts, and groups in almost all of the larger social networking sites: LinkedIn, Twitter, Facebook, MySpace, etc. Moreover, you can update information about yourself to sites like Digg, Technorati, and StumbledUpon to increase your content's reach.

Devote time and resources to social media. Companies that have been surveyed recently about their social media use and future goals have stated that they hope to devote more resources to social media and that they hope to use the tools more since they've only since dabbled in the tools' features. (Click here to read more about their goals and social media use.) Though it may take time, social media is relatively cheap to use; it really depends on how you value you and your company's time. The benefits of using social media can certainly help to outweigh the costs. (To read about some benefits of using social media, click here.)

Social media is not meant to be just an add-on to your company or a tool that you use sometimes; it is meant to be an extension of your company, helping to define your online identity and presence. Really utilize the opportunities available to you online, and know that the online environment will continue to change, so keep an eye on emerging technologies and trends so that you can stay ahead of the curve.

What are some other ways you utilize the changes online to be a more responsive company?