Public relations is a lot more than publicity. It encompasses (or can encompass) all aspects of marketing communications, even including advertising in some cases. It touches investor relations, customer relations and employee relations.
A big part of the publicity component involves media relations. As media has changed over the years, p.r. people learned how to interact with new forms of media in order to get a message across. That's happening now as social media become more widely used by the public.
A key difference between traditional media like TV and new interactive media is the interactivity. The public we are trying to reach via the media can talk back to us -- and to all other viewers, listeners or readers -- immediately and, often, unfettered.
So who should be responsible within an organization for oversight of communications via social media?
I've seen some debate online, with arguments saying social media should come under the purview of public relations, marketing, customer relations or even the IT department. Some are saying social media should have it's own distinct department.
Jason Falls in Louisville addressed the topic a few days ago, and there's a great discussion over at his blog.
I think the public relations department or an organization's p.r, agency, if they have one, must have significant involvement in outreach through social media. Marketing or customer relations might have the day-to-day responsibility for handling a corporate blog or key executives' Twitter activity. But Public Relations, working in close tandem with Marketing, needs to be involved as the organization begins its social media involvement -- laying out key messages, suggestions for handling questions and especially negative or erroneous comments. There also must be a method for frequent monitoring by Public Relations, if they are not actually handling the day-to-day operation.
Before this can be done, of course, the public relations people must have real hands-on knowledge and experience with social media. Unfortunately, that's something that too many p.r. people don't yet have, which is one of the key points of Jason's post.
Who do you think should be taking the lead?