So you've got your budget in place, lots of new initiatives under way and your company is ready to top the charts with news and buzz.
That's all fine and good, but you gotta have more than that.
You have to have an internal resource - often not the VP of Marketing who can be a go to person who can take ownership of the client / agency relationship.
Years ago, PR was pretty much handled by a VP of Marketing or the Director of Marketing Communications. We developed communications strategies, wrote traditional press releases, did outreach to the media and industry analysts and it all worked very well.
Now, with Social Media, the team and the nature of what we do has expanded. There is a shift to voices - and having multiple voices in a company. Often times, it's in real time. The voice of my clients are found on Blogs, conversations on other blogs, Facebook, Twitter, Wikipedia and yes, in industry analyst reports and traditional media.
Before you move forward, it's important to make sure that if I call on an internal resource for product information, technology clarification, input on messaging, availability to be interviewed, or integration with your IT department for social media initiatives, everyone on the team has buy-in and is willing to make the time to integrate strategic PR and Social Communications into the mix.
Today, I spoke briefly at the San Antonio North Chamber Luncheon on the subject of Social Media in the Enterprise. Most of my talk was centered on internal policies, mostly dealing with employees and team members.
I think the overriding principle should be: "use common sense and don't be mean or stupid." Your mileage will vary, but at the very least you should have some type of policy or policy initiative in place.
The presentation is on SlideShare or you can download and print here:
Debbie Weil Debbie Weil, aka the MonaLisaOfBlogging.com, is a corporate blogging and online communications consultant and the author of the forthcoming "The Corporate Blogging Book: Absolutely Everything You Need to Know to Get It Right" for Penguin Portfolio (2006).