So will Twitter help PR work? The answer is affirmative. Volpe suggested that Twitter is useful to PR industry in 6 aspects.
1. Engage company/ organisation CEO in mass media.
2. Keep in touch with important media.
3. Monitor company/ organisation reputation
4. Announce new products and/or other special offers
5. Publish latest information about any events
6. Promote useful material by posting relevant web links
In addition, Wes Upchurch also added that Twitter may:
“[Allows] the PR specialists to connect with journalists and bloggers. When used tactifully, it allows those in media relations to learn about a journalist’s specific interests and preferences. This can help the PR professional prepare customized pitches for journalists that want to hear them.”
Perhaps we could understand the function of Twitter in PR industry in depth through reading Jonathan Villet’s “Top Twitter Public Relations and Marketing Campaigns”. It is worth noting that Villet suggested that Twitter’s huge power in information dissemination has been proved during the period of Obama announcing his victory last November.
To conclude, Twitter, as a new micro-blogging tool, is showing its powerful information distribution function and it is believed that it will play a more important role in future.
I totally agree. However, just because social media is the 'IT' thing at the moment, doesn't mean it will work in all PR campaigns. Different publics use different forms of communication. It is therefore important for PR professionals to do research on the best possible communication methods to use to reach their target publics.
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