By Benjamin Haslem
UK-based PR adviser, Stuart Bruce, poses an interesting question: is it better to hire a person who has expertise in PR and then teach them about social media or the other way around - hire the social media expert and teach them PR?
Bruce argues for the former and I tend to agree.
Social Media is just one part of the public relations arsenal. You need to understand the art of communication and you need to be strategic.
Who are your stakeholders? What are their attitudes to what you are communicating? What are their expectations? How much influence do they have? Will they share what you have to say with others and would they do so enthusiastically and react negatively to being "used"?
Is Twitter, Facebook, Pinterest or LinkedIn the best channel on which to engage?
Is any social media platform the best forum or would an email, telephone call or even a letter be better?
Bruce quite rightly qualifies his view by stressing that some roles are clearly set out for a social media specialist, such as measurement, analytics, and evaluation, though you also need someone to look at that analysis with a jaundiced eye, to pick up patterns a person not au fait with PR may miss.
"An amazing ability with social media analytics wouldn't be enough when the alternative was someone with broader PR evaluation skills and the ability to learn social media measurement," Bruce writes.
That's not to say a good social media specialist can not shine in broader public relations. Just as I was hired by Jackson Wells after 10 years as a journalist at News Limited and today do more than handle media management.
In saying this, women think their health is poorer than it is, but you ask a man and odds are he’ll tell you he’s feeling great (even though statistically speaking it’ll be worse than he thinks).
Today, the average Aussie:
1. Is unmarried
2. Lives in a household without children
3. Doesn't smoke
4. Is more likely to undertake personal exercised than organised sport
In comparison to our parents we:
1. Have more progressive views
2. Are more interested in the café culture
3. And drink less (although the wealthier you are, the more you drink!)
What’s concerning is, although our overall health is improving, we are fatter than ever (11 million Australians are overweight by an average of 16.5kg each) and more and more of us are suffering from anxiety (up from 9 per cent in 2007 to 15.6 per cent today).
My recommendation, walk over to a friend, or a colleague, or a stranger, and ask him/or her, if he or she is ok. Offer a hand. Go for a walk. Enjoy life. Be healthy.
1. Is Social Media Stifling Political Debate?