Counsultant Shel Holtz talked with Hospital Online Marketing about social media and its effects on PR.
Holtz says PR "is really aimed at the people who, if you don't have a good relationship with them, they can become an obstacle to the organization..."
On PR people dealing with misinformation in social media like Twitter: "Even though we see a decline in, for example, newspaper readership ... people wait for the newspaper story to come out -- online, not necessarily in print -- to say, 'Yes, this is in fact the case.'"
He said amid shrinking newsrooms and the rise of social media, organizations have the opportunity to be authoritative in a similar way.
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