Letter - ...but PROs are right to tread carefully

Anthony Hilton is right that PROs must pay more attention to social media. But it's easier to accuse the industry of dragging its heels than to offer suggestions for how PROs should approach web 2.0.

Online social media is complex, fast-moving and a very public place in which to get things wrong. Engaging with users of social media goes way beyond the sphere of the traditional PR skillset, and simply muttering buzzwords such as MySpace and blogosphere isn't going to cut it.

In order to reach out to users of social media platforms in ways that will benefit clients, rather than place their reputation at risk, organisations will need to invest significant effort into building up their social-media expertise.

Lance Concannon, consultant, Prompt Communications.

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