Did Social Media Kill Off Traditional Media Relations?

October 23, 2009 | Susan Bardack

Susan Bardack is chief marketing officer for iZoca.com, a social networking website for individuals, groups and organizations. iZoca provides tools to help groups connect and share information privately, while also helping them to spread their message publicly.

For most of my marketing and public relations life, I have operated in a very traditional sense, pitching stories to the various news media, hoping to create buzz and generate maximum return for my clients.

Since I had taken the time to develop relationships with reporters and editors, I sort of felt as though I had it all down to a science. Sure, you don’t always bat 100 percent, but you can be persistent and keep trying until you do land a story or promotional opportunity.

But, even during those days, I heard the faint sound of a whistle in the distance alerting me and so many others in my field of an oncoming train that would challenge the way we approach marketing.

Rise of social media

You got it; social media began to barrel down the tracks taking us along for the ride if we chose to jump on.

While some began to worry about the potential effects of social media outreach marginalizing traditional forms of marketing, others immediately embraced these technologies, exploring new ways to communicate and promote.

After taking on my position at a social networking company, one of my PR colleagues came to me demanding to know why this form of communication was all the rage. Well, I explained, not everyone is making an appointment to view the 6:00pm news, but as each day passes more and more folks are on their computers and participating on these websites.

There is opportunity to spread your word at all times of the day. Look no farther than Guy Kawasaki. Plus, you don’t necessarily need a paid staff to promote your mission; you can rally an army of “friends” and “connections” in these social media platforms to spread your message.

Leveling the playing field

Social media levels the playing field. In traditional marketing and public relations, it’s fairly important to have decent contacts within the news media to pitch your story. Professionals work hours developing these relationships in order to leverage the possibility of news coverage.

But now, with the advent of social networking, small businesses and nonprofit groups can utilize these tools, almost all of them free, to blow the whistle and alert the public to their announcements and endeavors.

So, while social media is creating an opportunity for everyone to be their own PR practitioner, does it totally replace the need for media relations?

Traditional media still has a part to play

newspaper2 No way! Social media supports your efforts. Having a story written in the newspaper or covered on television provides a certain degree of credibility for your business or organization. It gives your community the perception that your operation is “worthy” of being publicized by career journalists.

Marketing professionals need to utilize both social and traditional media to get their message to their target audience. One example includes hosting an event for your organization, inviting people using social media tools and then publicizing it. Employ your friends and family to help you spread the word. But, also work with someone in the PR industry to generate traditional news coverage in the form of interviews, creating maximum credible exposure.

Social media has pulled into the station, but there are still a few cars on that train designated “media relations” to take you and your organization full speed ahead.