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By Monika B. Paitl (More) • Last updated on October 04.04.2011, XNUMX • First published on 04.04.2011/XNUMX/XNUMX • So far 4285 readers, 1230 social media shares Likes & Reviews (5 / 5) • Read & write comments
Recently there were reports about the Twitter activity of the government secretary Steffen Seibert and astonished reactions of the capital and other journalists on the fact that they had to find some news also via Twitter.
General outrage and lack of understanding set in. "Mr Dr. Steegmans (deputy government spokesman), I have to go to Future set up a Twitter account to be informed about the Chancellor's relevant appointments?" asked a journalist at the federal press conference on March 25.
He does not have to. But he should!
Because journalists live on learning things first and spreading them. If now and then certain news from Companies or by government spokesmen as the first SALE are distributed exclusively via social media, journalists who don't romp around here can definitely fall behind.
This is a completely new situation for the writing profession. What I, as a PR consultant, like to call “the golden age of PR” puts the previously valid journalistic world view on the back burner Head. It's not so much about the government spokesman and his Twitter account, that's just the trigger.
Rather, it's about the fact that social media in general, but especially - let's call it quiet - intelligence such as Twitter, adds a whole new dimension to the external communications of companies, organizations and even governments. So far, we wrote press releases, sent them out and waited patiently for any coverage.
We were dependent on the media and had to hope that they would find our topic exciting, pick it up and report on it. Nowadays it's no longer like that. We communicators can do it ourselves decide, when and to what extent we spread news via social media. This is a relief and helps us strategically Planning our work immensely.
I also find that many journalists are on Twitter, have numerous followers, but hardly follow anyone themselves. Also from the “old” view of the world, “the readers out there are interested in what I have to say as a journalist and therefore follow me in droves”.
On the Ideathat the social media users might have information that is also interesting for journalists, most of them don't even come up with it. In this one-sided use of social media, they precisely miss the opportunity to share trends, news and other undercurrents of the Communication to learn the z. B. could perhaps be exactly THE topic of the next editorial.
The speed at which social media news about catastrophes and other incidents can be passed on, do not talk at all. Against a wave of tweets and retweets directly from the original site of an event, even the fastest news agency does not have a chance.
Social media is called social media for a reason, it's about giving and taking, about writing and reading. Social media is not a one-way street. This also applies to journalists. There are some very salutary exceptions to journalists on Twitter, who follow many accounts, engage in dialogue, retweet, and generally have a very positive presence. They understood what an inspiring, instructive Welt specifically can be Twitter.
This is not to mean that we no longer need or appreciate the media. But on the contrary. Achieving and maintaining excellent cooperation is immensely important. And public relations is still defined by relations, relationships, and others.
However, these relationships can now exist online and offline. PR people and journalists still need each other, this symbiosis will always be essential. And that's just as well. The symbiosis has only changed a little in its momentum. We, the communicators, have gained a little independence.
The golden age of PR has begun!
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Monika B. Paitl is the owner of the PR agency communications9, was among other things assistant to the Austrian ambassador to the OECD and has been in charge of PR for various corporations. Communications9 is the strategic PR agency for German, Austrian and international keynote speakers, trainers and coaches. Monika B. Paitl was responsible for European press work at Nissan, France, and has worked for numerous other international automotive and electronics groups in Europe and overseas. She is also a trained public relations specialist at the Bavarian Academy for Advertising and Marketing (BAW) and a PR consultant at the German Academy for Public Relations (DAPR). In addition to all classic online and offline PR activities, communications9 focuses on strategic positioning advice. Monika B. Paitl accompanies authors on their way to the right book at the right time and is an expert in book PR. More information at www.communications9.com All texts by Monika B. Paitl.
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RT @OnlineAffairs: On the #Symbiosis of #PR & #Journalism in #SocialMedia
RT @utemai: Why a journal account is advisable for journalists #Journalismus #PR
On the #Symbiosis of #PR & #Journalism in #SocialMedia
Oh, so? RT @communications9: Newsagenturen has hardly a chance against Twitter - Very interesting!4tluT
RT @SimoneJanson: On the symbiosis of PR & journalism in social media: The golden age for
News agencies have little chance against Twitter. - Very interesting!4tluT
Why a journal account is advisable for journalists #Journalismus #PR
The Golden Age of #PR. Or: journalistic malaises concerning #Twitter. - Very interesting!4sRyd
On the symbiosis of PR & journalism in social media: The golden age for PR people?
On the symbiosis of PR & journalism in social media: The golden age for PR people ?: Shortly ...
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