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September 12, 2011
At Twitter: Where PR Belongs – In the Guts of Things
Here's elevating news in the buzz about Twitter seeking PR counsel. Edelman is apparently their choice, but the really interesting aspect we noted in Ad Age's coverage is this: "Edelman will try to help consumers understand Twitter's value and how it works, as opposed to creating awareness, which doesn't seem to be a problem for the microblog."

This is true relational awareness, not just horn-blowing. It seems that lots of Twitter users don't fully understand how the site works or can be used to everyone's advantage: Almost half its 100 million-plus active users, notes Ad Age, "just lurk on the site and don't tweet." So asking Edelman to apply itself to being helpful, instead of merely promotional, is testimony to what PR can do in a truly relational mode. We provide a service, folks, and service is best rendered in being helpful and informative to others. 

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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