The Symbiosis of PR and Journalism in Social Media: The Golden Age for PR People?

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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.

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Here writes for you:


Monika B. Paitl 103Monika B. Paitl is the owner of the PR agency communications9, was an assistant to the Austrian Ambassador to the OECD and was responsible for the PR of various corporations.


Indignation and incomprehension

General outrage and lack of understanding set in. "Mr Dr. Steegmans (deputy government spokesman), will I have to set up a Twitter account in the future to be informed about relevant dates for the Chancellor? ”Asked a journalist at the federal press conference on March 25.

He does not have to. But he should!

Social media turns the journalistic world image upside down

Because journalists live on learning things first and spreading them. If now and then certain news from Company or by government spokespeople as the first action exclusively via social media, journalists who are not frolicking here, definitely fall behind.

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This is a completely new situation for the writing guild. As a PR consultant, what I happily call “the golden age of PR” turns the previously valid journalistic worldview upside down. It's less about the government spokesman and his Twitter account, that's just the trigger.

Twitter ensures journalistic malaises

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 up and report on it. Nowadays it's no longer like that. We communicators can decide for themselves when and to what extent we spread news via social media. This is a relief and helps us immensely in the strategic planning of our work.

One-sided consequences leads to communication gaps

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”.

The idea that the social media users might even have information that is also of interest to journalists, most do not come. In this unilateral use of social media, they pass precisely by the possibility of experiencing trends, news and other undercurrents of communication, such as: For example, this could be the topic of the next editorial.

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On Twitter, news agencies have no chance

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 not without reason social media, it is about giving and taking, to writing and reading. Social media is not a one-way street. This also applies to journalists. There are some very pleasant exceptions from journalists on Twitter, which follow many accounts, lead dialogues, retweet and generally very positive present. They have understood what an inspiring, instructive world can be specifically Twitter.

Nevertheless, it is the symbiosis between PR and media

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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  2. Lars Voedisch

    RT @OnlineAffairs: On the #Symbiosis of #PR & #Journalism in #SocialMedia

  3. Jürgen Klöckner

    RT @utemai: Why a journal account is advisable for journalists #Journalismus #PR

  4. Online Affairs

    On the #Symbiosis of #PR & #Journalism in #SocialMedia

  5. Pascal Taillandier

    Oh, so? RT @communications9: Newsagenturen has hardly a chance against Twitter - Very interesting!4tluT

  6. Elisabeth Motsch

    RT @SimoneJanson: On the symbiosis of PR & journalism in social media: The golden age for

  7. Monika Paitl

    News agencies have little chance against Twitter. - Very interesting!4tluT

  8. text forge ulm

    Why a journal account is advisable for journalists #Journalismus #PR

  9. Monika Paitl

    The Golden Age of #PR. Or: journalistic malaises concerning #Twitter. - Very interesting!4sRyd

  10. Simone Janson

    On the symbiosis of PR & journalism in social media: The golden age for PR people?

  11. Competencepartner

    On the symbiosis of PR & journalism in social media: The golden age for PR people ?: Shortly ...

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