Traditional PR vs Social Media

Okay, but here's a thing: there is no debate between public relations and social media. To suggest otherwise is a bit ludicrous. After all, this assertion is based on a faulty argument, that being that the two are differing sides of the same coin.

In truth, while one is an established industry, the other is a method, or scheme. Truly, this is akin to claiming that social psychology needs to be concerned, because, "Darn it, anything we need to learn about people, we can learn by watching television!"

Effective public relations uses tools available to spread a message and to communicate ideas. When the message needs changing, or the listeners begin changing according to the message being received (either through buying trends, interest generated, websites visited, names google'd, etc), public relations is there to make those changes or to reinforce the desired behaviors.

Social media has no such capabilities. There are no metrics that can determine social media's effect. Sound public relations efforts are fairly easily measured, altered, or enhanced.

To argue that PR needs to adapt to this new technology or be replaced by it, is as saying the human foot best learn to push a gas pedal, or be replaced by it. Prime movers can never be supplanted by their tools.

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