Progress must not stymie PR's chase of social media superiority

At PRWeek, there is one principle of online content that we instinctively know to be true: a headline that includes the magic words "social media" will attract more click-throughs than other articles.

At PRWeek, there is one principle of online content that we instinctively know to be true: a headline that includes the magic words "social media" will attract more click-throughs than other articles.

The subject continues to create the most buzz around our industry and I fully expect that to continue. This makes our second-annual Social Media Survey - produced in conjunction with MS&L Group - more timely than ever, especially as the report shows marketers have moved beyond project and trial to a place where social media is an intrinsic part of their strategies.

PR has led the way in social media, but there remains much territory at which it should still aim. The survey suggests marketers are still more likely to hire a direct marketing, advertising, or digital agency to plan and execute their activities. The report is a fascinating assessment of the social media landscape and will reward close analysis.

Elsewhere in this month's issue, we find out how Julie Hamp is reshaping the communications function at PepsiCo and delivering CEO Indra Nooyi's vision of a unified and global corporate identity across the company's soft drink, snack, and food brands - five of which are worth in excess of $1 billion.

Travel is under the microscope in our other main feature, as we discover how tourist destinations that have had image problems - such as Atlantic City, Mexico, and the Gulf Coast - are using communications to attract visitors back. We also catch up with President Obama's former comms director Anita Dunn to get her views on communicating in a crisis.

With all this and much more, I know you will find lots to interest you. Enjoy.

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