Accidentally on Purpose Blog

I’ve asked myself that question for a long time now. There are many things I’ve been wanting to write about. But when you get down to it, I wanted to blog about what I wasn’t already reading — not it the blogosphere, not anywhere: the who, what, when, where and why of social media from a corporate communications perspective.

So much gets written and discussed about why you should care about social media, the number of large and small companies not employing social media, and what social media may or may not mean to the future of how we engage with one another in our personal and business lives. While I will leave the personal aspect alone, I will try to address the business side, at least from the corporate communications perspective.

Few conversations address how to overcome the inertia of change-management inside an organization to allow the concepts and tools of social media to flourish.

So, what needs to happen to get more companies – big and small – engaged? Does PR have a role in the social/new media world? I think so! It may not look like traditional PR but its role is as important. Is the topic bigger than just PR? It sure is: Blogger Relations anyone? Should social media concepts and tools be present across your entire communications strategy? It should if you want to succeed. Which is more important: internal or external communications? Well, that depends on how you want to get started, but both are equally important!

From what I observe (and there are exceptions) the communications profession (including PR) today is basically doing the same old things in the same old ways. The current “new” thinking is largely about doing old things in new ways (that’s the inertia that has to be overcome). Where we’re headed needs entirely new communications business models.

Have any thoughts? Have any questions? Interested? Let me know what you’re thinking. I’m making this my mission.

Tags: social media michael mike prosceno PR blog

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