Seeking "authentic" PR reps

The learning curve in Social Media Marketing (SMM) is moving at light speed so firms such as mine (Edge Communications Inc.) are rushing to educate our clients and us as quickly as possible concerning the ever changing environment of “social.”

Our clients are tuned into YouTube and understand that possibly customers are re-editing commercials for their our enjoyment or writing on blogs about rumors or redefining them on Wikipedia with misinformation and ganging up on them in social networking sites like Facebook. Our clients are well aware (because we either told them or they hear about through their own channels) that these are all elements of a social phenomenon that has created a permanent, long lasting shift in the way the world works. However, they, and we see it as an opportunity and not a threat.

A number of our clients want what you suggest: PR external resources to maintain a connection to media (social and otherwise). A lot are happy with their PR firm partnerships and are willing to invest jointly in the discoveries of new (or just maybe more different rather than “new”) communication tools. However, we, as responsible partners and PR experts, don't want them to jump on the bandwagon just to jump on the bandwagon. Hence, we are asking our clients (and are guiding them as they answer): what is the objective, strategy and goal for Social Media Marketing (SMM)?

Our clients are discovering that SMM is a full time job for their partners as well as for their clients and their in-house staff. As successful business people they are fully aware of the investment required to stay ahead of the curve. Having been burned by all the hype in the 1990s about the need to have a web site ASAP our clients are working together with us to address and develop a clear mission statement with clear and obtainable priorities before jumping into the mix. So, the issue for our clients and us is not about authenticity but rather what is the best approach AND what is the ROI. They and we are committed to SMM. The big move is to determine the best way to become “social.”

As a side bar all our clients are B2B, no consumer products or services, which makes the thinking process a little different. Additionally, in our world it is not 100% clear that SMM is the best way to go right now because we are not 100% convinced that our prospects are even involved with social media. Education about SMM and the development of a rifle shot strategy, with clear goals, is the way we are approaching SMM with the C Suite as well as with middle managers of all our clients.

So, the question, “where are the PR firm(s) that can pull off timely, authentic communication to represent a range of clients” can be answered with one sentence: We are right here. I think the really smart PR firms are partnering with their clients to develop clear strategies and goals with a clear ROI attached … and both are investing in the future by embracing education and experience.