Two weeks ago, I stopped over at Marina Maher Communications (MMC), a PR agency devoted to the women consumer. MMC organizationally falls under the independent agency Worldcom Public Relations Group umbrella, meaning that they can leverage the expertise of any other Worldcom group’s agencies if need be.
Without divulging too much intellectual capital, the whole objective of a PR firm is to manage and influence the image of a client firm through several mediums, including magazine subject matter experts (technology and beauty editors, for example), local news and newspapers, and increasingly social media like blogs. PR agencies also collaborate with creative agencies in executing consumer-oriented PR campaigns, such as the Nintendo Wii Resort experience in the middle of Times Square last month.
Though PR firms have historically emphasized their strategy through trade magazines due to its wider reach, increasing client-driven demands have driven PR firms to embrace social media outlets. As evidenced in a WSJ article, Twitter and Facebook are increasingly used by corporate giants to manage the brand in a more personal and direct way. Moreover, social media can be more cost-effective when expanding media reach internationally.
Though this phenomenon is not going to die down anytime soon, a question worth examining is how social media communications strategy will be managed. Will it continue to be under the jurisdiction of the PR firm, or will creative agencies want a piece? Will entire verbal identity systems be created for social media outlets, or will it merely be an addendum to existing brand identity systems?
And for those that doubt the creation of a complete verbal identity system – see the risks of allowing undisciplined Tweeting adversely affect the brand.
