Marrying the PR and social teams

PR and social teams working closer together is going to become more commonplace. Why? Together they play a significant role in brand safety and more so they are a brand's social channels, not campaign tools, but relationship tools.?

Think about interaction, knowledge sharing, about building a network of people who will can take your message and information with them.? However only focusing only on your own message — our product this, our business that — is as tiresome as only talking about yourself at a business mixer or night out.? Get fresh - link blog posts or other content on occasion, and mix in with links to external content, answering a question or providing helpful information to solve a problem.

Where PR can add the magic touch is by reducing the hard-sell and growing the relationship. Social media and PR are not like an advertising or EDM campaign designed to produce immediate results, instead, they are both about developing relationships, building an audience of advocates, either as silent or vocal.