- 
- 
- 
- 
- 
TWITTER FOR PR – SPEAKING AND LISTENING
Posted by Rowan Wilkinson on March 10, 2009
At the moment, everywhere I turn someone or something is talking about Twitter. It was around the same time I started this blog that I also decided to sign up to Twitter to see what all of the buzz was about and to dive head-long into the world of web 2.0. I think that according to the hardcore ‘Twitterati’ that would probably make me a late adopter.
I will not lie; my presence on Twitter still has a lot to be desired. I have 8 followers, 2 of which are my mum and dad, I’m following 12 people, hardly any of which ever actually ‘tweet’ and I average about one post every two weeks. However small my initial splash into the Twitter ocean has been, I have still become fascinated by the concept of it all – Especially with relation to PR.
It seems to me that the jury is still out for some PRs when it comes to Twitter’s relevance to the field even though the majority of the PR industry seems to now be embracing it. Personally I can’t understand why anyone would not see the potential or the importance of Twitter in terms of PR.
Speaking and Listening:
The underlying function of Public Relations is the building and nurturing of relationships. Whether PR is being us
ed to promote a new product, manage a company’s reputation, change people’s perception on a certain issue or deal with a crisis, speaking and listening is at the crux of each function. Twitter is all about speaking and listening. The conversation is 24/7; it never stops.
Speak: In the current online social environment whatever you do can be seen by everyone. Consequently, it is very important for an organization to appear as transparent as possible. Entering into the conversation rather than staying silent is much more beneficial in order to cultivate a good reputation, develop a wide network and build strong relationships. Twitter gives an organization an opportunity to constantly keep all stakeholders and any other interested publics informed and up to date with what it is doing. This makes Twitter an excellent tool for implementing transparency.
PR Tweets could be used for – company news, announcements, promotion, networking, crisis communications and administration.
Listen: The context of PR in 2009 makes it essential for PRs to tap into any conversation they can, even if it’s just to listen. The accountability and governance of organizations is greater than it has ever been before. The internet means that the court of public opinion is no longer adjudicated by the print and broadcast media. Anyone can make their thoughts or views public. This rise of the so called ‘citizen journalist’ has meant that it is more important than ever for organizations to pay attention to what is being said about them. Keeping an eye on Twitter is a very effective way of finding out people’s perceptions of a company or even just general moods or trends.
Listening to Twitter could be useful for – monitoring brand/company reputation, identifying noteworthy bloggers, spotting and anticipating potential trends/threats and researching.
The longevity of Twitter is still under question and will continue to create interest. For now, embracing Twitter and trying to understand it better can only be beneficial. I better start practicing what I preach and try to broaden my Twitter presence. Maybe I’ll ask my sister to start following me!
Check Out the following links for more knowledge:
HubSpot – Twitter for PR and Marketing
Student Blogs:
March 11th, 2009 at 4:44 pm
I agree with you that “entering into the conversation rather than staying silent is much more beneficial in order to cultivate a good reputation, develop a wide network and build strong relationships.” I also see all the beneficial opportunities of Web 2.0 in the scope of Corporate Communications. But I ask myself one question over and over again: How do companies face all theses verstaile opportunities within the web 2.0 environment when it’s already hard for the individual to be up-to-date with all the tools. E.g. I haven’t signed up with twitter so far because I think it only makes sense if you use it actively. But often I’m busy enough with my other social networking activities. Anyway: I won’t question that you should think before you communicate in web 2.0 as an individual but in the end slight slip-ups don’t have such a bad impact at all. It’s the opposite with companies: What they do and say is observed with keen eyes. Bad communciation can lead to reputation damage. So companies must make even bigger efforts than the individual to use the social networking tools poperly (choice of plattforms, creation of networks, communication flow, cultivating reationships etc.). Seems to be a demanding but interesting challenge!
March 12th, 2009 at 10:48 am
recently i came to know that twitter is the biggest threat to social network sites like facebook..and they are changing their style coz of twitter..technology is changing every second..isnt it difficult to live up with this dynamic technology for any organisation..
March 12th, 2009 at 1:34 pm
Thanks for your comment Laura,
I agree that it is a hard task for a company to manage their online reputations across all the social media mediums but it is an essential one. PRs need to increasingly persuade clients/CEOs that monitoring and entering into the online conversation is a ‘MUST DO’ activity in the current climate.
March 14th, 2009 at 2:06 pm
Thanks for the link Rowan.
You do need to put yourself about more on twitter, as do I.
There’s no doubt that it’s becoming incredibly useful in the PR world.
Never mind a good blog helping you get a job, a massive twitter presence might do the same!
March 15th, 2009 at 7:00 am
Rowan,
You have touch an area I would consider to be the ‘Achilles heel’ of companies everywhere in today’s society, but mainly big corporations – the issue of corporate governance, how transparent, ethical, open, honest, they are??? The social web is exposing more and more bad practices, and if picked up by traditional media then it can destroy personal or corporate image and reputation. Twitter can indeed be used to engage with your stakeholders, and should be encouraged to when it comes to CEOs and other directors.
March 15th, 2009 at 10:04 am
Social platforms like Twitter are changing the face of public relations and communications in general…that’s what makes this industry so fascinating, as it is ever changing, fluid and dynamic.
March 16th, 2009 at 7:02 am
Rowan, I am completely crap with Twitter as well, I’m afraid im a facebook addict.
And sometimes I just can’t be bothered to update something ELSE along with all the other sites you end up following. Saturation point anyone???