Huntsworth group chief executive Lord Chadlington said: ‘All social media is a natural part of PR in the 21st century. PR agencies should use Twitter. Is it a passing fad? It might or might not be. It does not matter. It is what people are using and we as PR people should be using it to the full.’
Grayling managing director James Acheson-Gray said Twitter was changing the way news was reported. ‘Twitter is having a profound implication for crisis management in particular,’ he said. ‘Witness the recent Hudson River air crash where Twitter updates from eyewitnesses were around the world in seconds.’
However, clients appear to be slower to embrace Twitter. Acheson-Gray said only a small number of Grayling clients were using it to share information with customers.
EasyJet UK comms manager Andrew McConnell said the airline was considering getting involved in using Twitter: ‘It is something we are looking at with interest, but it should be used judiciously. It shouldn’t be used for we are off to lunch updates, but more to keep journalists up to date on news.’