Social Media and Public Relations: Eight New Practices for the PR Professional

4. New Practice #4: The Communications (COMMS) Organizer

According to Wikipedia, the definition of the word process “typically describes the action of taking something through an established and usually routine set of procedures.” The key word here is “routine.” How many routine procedures do you follow in a day? Ten? Twenty? Are there too many to count? It’s easy to get caught up in a routine. Although a process may become routine over time, it’s only kept in place if, and only if, it helps you accomplish your goals. Social media should have caused an immediate change in your process. Unfortunately, many companies were not quick to realize how social media empowered customers to engage differently with their brands. The customer’s demand for ...