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December 28, 2010
PR is Social at Its Core–the Web Is Proving That
 
We roam the Web looking for stories and insights for Flack Me. We've been trying to balance our selections so that Flack Me doesn't become a blog on social media almost exclusively. (There's that much occurring in PR related to social media.) But maybe we need to get over that, for social media may well becoming the core PR discipline. That thought occurs again in perusing Leyl Master Black's post on Mashable, "5 Predictions for the Public Relations Industry in 2011."

Leyl's lead trend is the "social sharing of news." Strategies are revolving around getting spotted on Twitter or Facebook, among other social media sites. "And PR professionals will be under more pressure to measure program success using social sharing metrics."

At the same time, the need for good, strong content on the Web is growing. There will be more corporate blogging, Leyl predicts., and "a greater demand for exclusives."  Not everything will be reduced to Tweets, by any means. But the Web will become increasingly focal for information sharing and awareness.

What seems to be happening, you reflect as you put down Clay Shirkey's great new book, Cognitive Surplus – Creativity and Generosity in a Connected Age, is that the great mass of people who, since the late '50s, have been statically occupied with watching television is becoming increasingly alive and present again on the Web. There's so much to wrap your head around about relating on the Web that we wish you the happiest and most prosperous of new years figuring out how to make you presence known there. For truly, the Web is where PR needs to be. 

As Shirky puts it in his last chapter, keep "looking for the mouse" and how to use it creatively in a world of Web-based sharing. 

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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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