By Robyn Brown

Who owns the social media function within an organization? Lately, social media seems to be shared among marketers, advertising, PR, IT, HR, customer service and even sales. A recent Social Media Club of Dallas gathering I attended confirmed this diversity. Clearly, everyone within the company wants a slice of the social media pie.

Here’s why I think PR pros should take the lead:

  1. Social media is a form of communication – a function managed by PR. It expands our option for sharing news, thought leadership and an organization’s story.  In addition to writing a news release, we submit a tweet, publish a video with a spokesperson or customer and write a blog article about the news. Jason Falls stated in Social Media Explorer, “Social media is public relations in the online world.”
  2. It’s a medium for social interaction. It satisfies the human desire for conversation. Once businesses realize this, they can open vibrant conversations with their customers and clients. In the current issue of Public Relations Tactics, Steve Cody of Peppercom, Inc. described the role of PR as the following: “We own the conversations. We understand better than any other marketing discipline how to engage in conversations and, critically, how to create compelling messages that will be passed along because they’re relevant and informative.”
  3. PR controls the corporate message and the story it shares to the public. We’re also best prepared to handle communications with the public during a crisis.
  4. Social media demands open and honest conversation. The minute you use corporate speak and sales language with online audiences, you lose credibility fast and people tune you out. PR is already comfortable conversing with different audiences and speaking their language. According to The Spiritual Art of Dialogue, “the key to successful conversation is being open and honest in expressing opinions, feelings, and theories, and having a willingness to share views even when the ideas are controversial and unpopular.”
  5. Journalists are now on Twitter – many looking for new story ideas. Media relations is still a PR function.

Whether you are dealing with negative feedback, communicating with the media, or engaging in conversation that represents your brand and image, a communications professional needs to be involved.

Epic PR Group offers this great analogy:

“Liken it to a cocktail party. Technology, legal, marketing, interns, etc. are all invited. But PR should be the host: introducing people, keeping the drinks filled, mingling and stimulating conversation, vacuuming beforehand to make a good impression, and handling ‘that guy’ who has had a bit too much to drink. The best parties are the ones that people keep talking about.”

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