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PR Matters: Young Professionals Share Social Media Insights

The Future Trends committee of the University of Florida’s Public Relations Advisory Council recently presented a “Reverse Mentor” panel where soon-to-be young professionals answered questions from veteran practitioners about new media and its effects on the public relations industry.

The panel, moderated by PRSA president Mike Cherenson, featured students Christina Baez, Pazia Dwyer, Victoria Israels and Kathryn Watson from the UF PRSSA Alpha Chapter.

Here are seven insights gleaned from the future professionals’ comments during the panel discussion.

1. “Social media is just part of our lives.”
Students said they are engaged all the time. It’s just another way to communicate now. It’s not a question of whether to do it, it’s a necessity. An organization has to be there to be relevant, and if you’re not, you’re falling behind.

2. “Be proactive.”
Social media is much less invasive than traditional advertising. Social media presents a brand new, easy way to get in touch with influential audiences, face-to-face, or face-to- phone, without the filter of traditional media. Reach out in a way that’s non-invasive and enjoyable.

3. “Traditional media must evolve.”
This generation doesn’t need “ink on the hands,” however the need for news and in-depth analysis from credible media sources won’t go away. Young professionals want quicker & easier access to info, more digital, minute to minute updates. Traditional media must understand how to realize income from social media.

4. “Engage me/ Make me feel like my voice is being heard.” Privacy concerns aside, young professionals want to be personally engaged. They want organizations to package the experience and feeling you get with their brand. One benchmark is the Obama presidential campaign, which made many people feel like their votes (and voice) counted.

5. “Think dialogue, not monologue.”
Organizations must have a mindset to reach out to publics. Don’t just try to sell. It has to be a true conversation. Authentic. Everyone trusts peer-to-peer recommendations. Give public a way to talk back.

6. “Use social media for customer service.”
Instead of holding onto control, organizations can use social media as a way to be in closer touch with audiences and fix problems quicker.

7. “You can measure social media.”
To figure out how to measure, organizations need to ask: What’s the business about strategically and what do we need to accomplish to reach our goals? Base measurement metrics on campaign goals. It can be more difficult than traditional measurement, but by it’s nature, there are ways to measure on Internet. Just figure out how to parse the data for specific situations. Research the best venues that have lasting power and connect directly with audience.

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