Public relations is the only marketing communications discipline fully equipped to manage a businesses' online presence.

1.
Six
Of
The
Best
On
Why
Only
Public
Relations
Should
Manage
Content
By
Peter
Boyes
1.
We
know
how
to
tell
the
right
stories
to
the
right
people
All
media
relations,
but
especially
social
media
needs
our
unique
skills
in
the
creation,
stewardship
and
ability
to
share
engaging
and
relevant
stories
with
the
appropriate
audiences.
Whether
you
call
it
content
marketing
or
brand
journalism
it
is
a
core
function
of
what
we
do.
Public
relations
is
about
telling
our
clients’
stories
using
a
range
of
carefully
chosen
communication
styles
and
media.
We
have
to
be
great
journalists.
Social
media
is
another
way
to
tell
and
share
your
stories.
It
is
not
an
IT
function
or
an
advertising
copywriter’s
blank
sheet.
2.
We
are
strategic
communicators.
Just
because
‘technology’
is
involved
it
doesn’t
mean
that
IT
people,
or
video
producers
or
‘digital
experts’
are
the
right
people
to
handle
an
organisation’s
strategic
communications.
An
understanding
of
visual
storytelling
is
needed
but
the
paramount
importance
of
words
cannot
be
underestimated
in
social
media.
Social
media
is
another
form
of
conversation
and
conversations
are
essentially
about
using
words
effectively,
then
listening
to
the
response
and
reacting
accordingly.

2. Public
relations
is
about
effective
conversations.
We
have
to
be
experienced
writers,
editors,
proof-­‐readers
and
listeners.
These
are
the
essential
skills
for
blog
posts,
tweets,
status
updates,
and
online
debate.
3.
We
understand
what
is
relevant
for
your
business.
Social
media
is
not
just
about
random
posts
that
interest
the
poster.
It
is
about
supporting
an
organisation’s
strategic
business
objectives.
To
do
that
posting
has
to
be
timely,
interesting,
and
relevant.
There
is
a
Goldilocks
factor,
not
too
much,
not
too
little,
not
too
bland,
not
too
blatant.
Public
relations
is
about
understanding
when
to
say
something
and
when
not
to.
We
are
experienced
in
creating
content
relevant
to
a
specific
audience.
If
we
are
pitching
to
a
journalist,
or
your
clients,
politicians
or
key
opinion
leaders,
talking
to
your
staff
or
your
customer
base,
we
know
how
to
tailor
the
type
of
content
we
share.
Yes
social
media
provides
us
with
excellent
tools
to
measure
our
interactions
and
better
understand
our
publics
and
communicate
with
our
stakeholders.
But
it
is
only
one
part
of
a
complicated
series
of
interactions
all
of
which
are
important
in
maintaining
your
social
networks
and
meeting
your
customers’
expectations
of
you.
4.
We
are
experienced
in
building
and
maintaining
relationships.
At
the
very
core
of
PR
practice
is
the
development
of
fruitful
relationships
for
our
clients
through
effective
communications,
whether
that
is
with
journalists
or
stakeholders.
Many
of
these
professional
relationships
are
maintained
by
phone,
email
and
now
social
media.
To
do
that
we
need
to
understand
your
business
intimately.
Social
media
is
all
about
understanding
maintaining
those
relationships.
That
is
not
the
role
of
IT
people,
‘digital
experts’,
website
developers
or
advertising
executives.
Only
public
relations
has
the
complete
skill
set
to
manage
relationships
with
people
we
have
never
met,
find
accurate
information
quickly,
and
meet
customer
service
expectations.

3. 5.
We
are
the
issues
managers.
Public
relations
practitioners
are
highly
trained
in
issues
management
and
crisis
communications.
It
is
our
job
to
be
aware
of
issues
that
are
sensitive
for
you
and
your
business.
These
are
the
skills
required
to
identify
and
manage
a
social
media
crisis.
At
these
times
you
must
get
your
organisation's
point
of
view
into
the
conversation
as
fast
as
possible,
answer
any
questions,
correct
misinformation,
and
be
as
helpful
as
possible.
PR
is
the
best
agency
to
handle
reputation
management
within
a
digitally
viral
environment.
6.
We
are
the
ears.
Our
longstanding
experience
is
getting
feedback
about
our
reputation
is
easily
transferred
to
social
media.
We
know
which
questions
to
ask
and
when
and
of
whom.
And
most
importantly
we
know
how
to
use
that
information
to
inform
future
communications,
create
positive
organisational
change,
and
improve
customer
experience.
There’s
nothing
more
deadly
to
an
organisation’s
profile
than
surveying
or
asking
questions
of
its
audience
and
then
not
using
that
information
to
deepen
the
relationship.
Yet
with
most
online
surveys,
that
is
what
happens
every
time.