Social media is many things, but social media is not PR. It’s no more PR than PR is social media, and here’s why, for those who don’t appreciate the difference.
PR is a practice which helps private and public sector organisations, and individuals, create and build awareness.
Awareness of a brand, a product, a service, a point of view; a place to visit, a means of getting there; something to do or eat which is good for your health; a means to deliver a warning on things that can harm you.
PR works in many ways, utilising all available communication channels to create awareness - print media, broadcast media, sponsorships, speaking platforms, white papers, and social media.
The biggest difference between social media and traditional media is that it puts complete control over content into different hands.
No need for PR professionals to spend hours, sometimes days, trying to find ways to persuade editors and other journalists, programme controllers and producers, to give space or time to a client’s story.
They set up and manage Facebook, Twitter, Instagram and other social media accounts, build up their own circulation, and deliver messages in images and words.
The other big difference between PR and social media is that you don’t have to work in PR, and you don’t have to have any real PR knowhow or experience, to be active on social media and reach big audiences.
Reaching an audience is one thing. Sending the right message and having the desired impact is another.
Social media campaigns handled by those without good PR skills can go wrong. When that happens, the fallout on social media can spread quickly to traditional media.
Knowing what to do in situations like this is part of PR, and this is something to think of before choosing who controls your social media campaigns.
The World Cup is over for another four years, with France crowned as champions for the second time, leaving Croatia to be remembered for arguably the best performance that was still not good enough to win a final.
We’re just a few hours away from knowing whether France or Croatia will be crowned as 2018 World Cup champions, but Total Communications already has a winner.
So England’s World Cup dream is over, and Narayan is the new leader in the Total standings.
So it’s France who take their place in the 2018 World Cup final - but who will they meet there, and who will top the Total standings at the end of the tournament?
Russian hearts are broken and Swedish meatballs don’t taste so good in Ikea today after more high drama in Russia.
As the Ikea jokes gather momentum in the countdown to tonight’s England-Sweden quarter final encounter, Sadie has made a big move towards taking the Total World Cup title home.
Sports reporter turned CEO Tony Lewis, aka our official football pundit, has been brightening up our inbox lately with a daily roundup of the only tournament currently gripping the globe (sorry Wimbledon), the 2018 FIFA World Cup.
Putting all millennials into one basket for the benefit of marketing is a bit like saying all defenders at the World Cup perform as if they were coached in Panama.
Well, not quite, but you know what I mean.
There are reasons why some observers say that the traditional press release is already dead.
The main one is that the press release is seen as a relic of days before the digital age swept over us like a tsunami.
There’s a great buzz in the United Arab Emirates following the news that the country is opening its market for foreign direct investment and talent.
We’re excited too by the opportunity to play our part in attracting international investors, and benefiting in real business terms.