By Aisling McCarthy

How has the role of PR changed as consumers have become more active online?

PR has become more important than ever before. The last dramatic impact was in 2001 as a result of the Enron scandal, where transparency was critical and companies were expected to start sharing more about their brand, its values, mission etc. This depth of information can only come from PR, as it has a level of integrity that was missing at that time. Now we have the rampant era of social media.

Locally, however, the trend has been widely adopted, often (ironically) at the expense of PR. This also happened in Europe, where emphasis and influence was placed on social media due to its rapid rise, and less input into PR.

These markets have since learned that social media is just a sub-set or tool of PR and that what is way more important is the content strategies and creation that will be filtered via several tools, including social media. So, PR was initially negatively affected, but if you look at the bigger picture, PR should hopefully gain the credibility it deserves as a result of social media.

Considering the social media age we live in, people are able to receive information instantly and respond to it. How do you manage bad PR on so many platforms?

You need a strategy, plan and content calendar. These would include potential issues and if the messaging is done correctly, responding shouldn’t be an issue.

The other area of PR that has always been neglected is a crisis communications plan. Often seen as a grudge purchase or a nice to have, this plan could make or break a brand in crisis.

Can (correctly managed) bad PR online be viewed as a means of being transparent with consumers?

In my 26 years of doing this job, I always tell clients to be honest. Things happen, but if you are open, honest and react immediately, consumers and media are more likely to go easier on you.

Locally, we are a few years in to customer engagement and experience management trend. It is a period where the customer is at the centre of the business strategy and not just an element of the marketing plan.

What this means for PR is that it is now vital that the customer is addressed in an adequate timeframe and with a depth of information that will satisfy their needs.

My advice:

  • Don’t underestimate the customer and don’t assume; 
  • Provide content consistently and if there is a negative online issue, be all over it immediately and keep communicating.; and
  • Allow very little space for the media or consumers to speculate. 

The key ingredient for me is to treat the customer with respect, they are more powerful now than ever before.

How important is response time when it comes to handling a PR crisis?

It’s more than vital, but what is even more important is to keep responding.

Don’t do an initial response and then stop, and please don’t repeatedly copy and paste a response either. I have seen way too many big brands do that. React appropriately and keep connected to the issue.

Can social media platforms ultimately replace traditional means of handling public relations?

No, it can’t and never should.

Social media is simply a tool or conduit for PR. You still need a solid communications strategy and a detailed content calendar. Then you need to produce the content and ensure it is done in line with the overall strategy of the business.

One tool cannot be that strategic. For a business to succeed, it is also needs a much bigger picture and plan, it is a strategic communications tools, not just about likes and follows.

It is a strategic way to build long lasting relationships with customers over a long period of time.

How important is consistency when it comes to using social media? Is running campaigns online a “full time job”?

Yes - the most successful PR campaigns are achieved through consistency, so the same would apply for social media.

Nothing is gained from ad-hoc communications. It is not how you build a relationship with a customer. You need to consistently communicate using a broad variety of tools over an extended period of time, if you want it to work successfully.

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