公关公司应把社会化媒体融合到传统公关策略中而不是附加服务

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Again, while several agencies are positioning themselves as primarily social shops, this might be a mistake due to the importance that clients are putting on traditional PR skills. When asking respondents about the importance of their agencies understanding social media, however, it rated exceptionally high. At the same time, many were skeptical about the value of what their agencies are offering. Some survey comments:

  • Agencies should incorporate social media into the regular PR mix, not hype it up as an added service（公关公司应该将社会化媒体融合到传统PR组合策略中，而不是作为附加服务！）
  • A lot of PR agencies want to plug themselves into the social networking channel because it is the hot thing right now but PR is floundering…. they aren’t really adding value because it becomes obvious that the content is only geared to further a marketing agenda and not add something of substance
  • This issue is more complicated than saying “every company or brand needs social media outreach or its dead.” Not all audiences are interested in online social networks. So, you can be a brilliant social marketer, and miss big segments of your customer base
  • Many high tech PR firms claim to “get” social media, but then turn around and push tactics as strategies in a one-size fits all way

Key takeaways for agencies:

  • Consider integrating some social elements into your current programs versus charging premium rates
  • Make sure the traditional PR element of your team / agency is strong before adding a layer of social on top of it
  • Start tracking more carefully delivered results against promised activities in new business pitches
  • Make sure your agency itself has its own presence / recognizable brand; make your people visible where appropriate as well
  • When recommending social programs, consider all facets of your clients’ business and don’t lead with a tools discussion

Key takeaways for clients:

  • Don’t evaluate your current / future agency on social programs alone; take traditional PR capabilities into account first
  • Hold agencies accountable to promises made when the contract was first signed (barring major changes in business strategy / priorities)
  • When considering an agency’s social abilities, ask for case studies and ROI metrics; do not fall victim to approaches led solely with tools
  • For the most successful programs, you must be transparent with your agency and give them access to content and spokespeople. Be open to push-back from your agency as well.