Jason Kintzler makes some good points on Socialmediatoday.com about how PR firms (and people) should work in the world of social media. (Click here for full article.) One paragraph stands out:
As more media members begin to use and experience social media
communication tools like Twitter and FriendFeed, the disconnect between media
and PR pros will weaken. Journalists interested in receiving updates from a
credible PR agency will choose to 'follow' them, and PR pros will be forced to
(once again) engage with media, not just push content at them.
Jason is reacting to a New York Times article that talked about how PR professionals are learning to use key words in their pitches (green, sex, cancer, etc.) to get the attention of journalists. Jason's response is right. Shoving content at people is the wrong way to go by a long shot.
