Real-time PR demands rigorous strategic alignment
Real-time PR is a hot topic.
This is nothing to do with fashion, but the unavoidable pressures of modern PR. David Meerman Scott's November 2010 book, "Real-time Marketing and PR" is already a Wall Street Journal bestseller, and with Twitter responses frequently meaningless after an hour's delay, if not minutes, and many conversations requiring a response within the hour or two, awaiting the Monday meeting to debate possible responses is now simply unrealistic.
I presented at Social PR 2011 today on just this topic. The main take home... it isn't easy.
Being the eyes, ears and mouth of an organisation to the drumbeat of the daily news was never easy. Being the eyes, ears and mouth, with heightened sensitivity to influence and be influenced in real-time, requires enhanced levels of strategic diligence, meticulous planning, training, constant attention to detail and rigorous measurement.
Reality is perception.
It’s impossible to fake it.
Real-time PR must, by nature, be authentic.
Real-time PR marks the death of the persuasion / ‘spin’ school.
Long live two-way, symmetric PR fostering mutually beneficial relationships between an organisation and its publics.