What Has Google Ever Done for PR?
Chapter three discusses basically how PR specialist misuse Google; or lack to use the free features that Google provides. PR people are all about Search Engine Optimization (SEO). However they do not necessarily go about achieving it the right way. However I did feel that the chapter was a little unfair towards some PR tactics. “In terms of measurement, PR has generally relied upon vanity metrics such as Advertising Value Equivalence, Reach and Opportunities To See (Smith p. 24).” I wouldn’t say that PR relies on these methods, however I do feel that they are beneficial added extras. What could possibly be wrong with getting a company a bit of free exposure?
An article on the PRSA website discusses AVE. (http://comprehension.prsa.org/?p=4600) The link provided brings up an article that discusses how PRs measure AVE. PRs do not just simply say, “hey I got you free exposure and saved you loads of money.” PRs measure the value of the advertising and the quality of it. The “Google Analytics” Provided are particularly useful for any PR person trying to increase their company’s presence online or to be more searchable.
Integrating Traditional and Social Media
It is a common thought now that traditional media is on the verge of extinction. While definitely on the decline, traditional media is still in existence. I agree with the chapter that most PRs focus mostly on social media to disperse information about a company, and to advertise. Traditional media should be used as a gateway for companies to call attention to their product or service. From there, social media can give more specific information.
A company that gives specific information on their Twitter page about the services they off is American Airlines. The Twitter page provides information about various contests, information about the planes, and different specials. This is not the kind of information that would be used in traditional media, but its perfect for social media.
Do you think social media is still important to PR professionals?
Works Cited
https://twitter.com/AmericanAir
http://comprehension.prsa.org/?p=4600
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