Silicon Valley Watcher - Former FT journalist Tom Foremski reporting from the intersection of technology and media

Which PR Agencies Are Doing A Good Job Using Social Media, Digital Communications?

Posted by Tom Foremski - April 28, 2007

I was asked this question by one of my readers in Russia. Is it the large PR agencies or the smaller boutique agencies that are best at using digital communications and social media?

My reply was that while some of the agencies have pockets of knowledge and experience within them, generally, none of them, large or small, are using digital communications and social media well, or even reasonably well.

Yet they will all tell you, and their clients, that they have an experienced practice in new/social media.

If a PR company is not using social media to effectively promote and market itself--then how can it do it for its clients? It can't.

Show me a PR agency that has bloggers amongst its top execs and also across levels within its organization. And is using podcasting and vidcasting to represent itself.

Show me a PR agency that does that, and you will have shown me a PR agency that "gets" social media and digital communications.

There is no "generational gap" in understanding these things, there is an "experiential gap."

The only way you can know how to use these digital communications effectively is by doing. It is not something that you can read about and then do it.

(PS: There are a couple of smaller agencies that get it but they are very rare.)

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