PR professionals as influencers_A review of the first chapters of Solis and Breakenridge

Jonathan Chan suggests using social media influencers to advertiser one’s brand. Social media influencers are individuals who have highly successful social media accounts. Chan argues that advertisers should use Pinterest to “assign guest boards on your profile to individual influencers” to help promote a brand. Chan states that influencers can promote a brand in three ways; 1) with an flood of “high quality pins”, 2) a cross promotional effort on other social networks, and 3) one’s brand will show up in online searches as they are linked with the influencers (Chan, 2017).

Solis and Breakenridge were hitting on this topic, in their book Putting the Public Back in Public Relations, when they use the terms “the art and science of marketing without marketing” and the “new influencer” (Solis & Breakenridge, 2009).

Solis and Breakenridge are clear about what is the difference between marketing and public relations. “If you want guaranteed exposure” they write, then “buy an ad.” However, the text book authors point out that by doing one’s “homework” and “highlight[ing] the value of a story,” one can “cultivate” coverage of a brand – that is the concept of marketing without marketing that the authors put forth.

The concept of the new influencer first appears to be synonymous with the obvious suggestion that PR 2.0 integrate social media into its campaigns; however, Solis and Breakenridge point to a concept they refer to as “PR for PR.” That concept being a PR professional’s ability to promote public relations to executives as a worthy endeavor instead of an outdated, useless one full of spin masters and poorly written news releases (Solis & Breakenridge, 2009). While the book provides several concepts to influence, a few key concepts are listed below;

1. Understand PR capabilities and limitations

2. Don’t undervalue PR

3. Maintain PR participation

4. Use the best spokesperson

5. Involve yourself

6. Support your PR Program

7. Communicate regularly

8. Establish metrics

Public relations “is undoubtedly the least understood and sometimes least appreciated marketing discipline,” according to Solis and Breakenridge, and “many executives management teams even referred to PR professionals as ‘flacks” and “spin doctors’” (Solis & Breakenridge, 2009). Public relations can be used as free marketing for a product if PR is executed diligently and effectively. “There’s no room for mass, meaningless, one-way communication,” in today’s PR campaigns as Web 2.0 “is forcing a more ‘conversational’ methodology” (Solis & Brekenridge, 2009).

It is clear what the term influencer means when relating to social media; however, Solis & Brekenridge point out that when relating to the PR professional the term goes beyond simply participating in social media. “Don’t get caught up in the tools that define the Web 2.0 landscape.” The Putting the Public Back in Public Relations authors state that social media accounts “are just tools and communities in which people share, learn, and communicate. The approach you take to engage them sets you apart” (Solis & Brekenridge, 2009).

“PR today encourages collaborative communication, enabling people to find, enjoy, and share useful information. No pithing or blasting news releases. It’s the art and science of marketing without marketing.” Solis and Breakenridge see Web 2.0 as a “chance” for PR professionals to take the lead and try to regain some momentum and credibility that the industry has lost through poorly executed efforts of the past. The authors conclude chapter three with the inspirational charge for PR professionals new and old – “It all starts with you – you are a new influencer” (Solis & Brekenridge, 2009).

Chan, J. (2017) . How to Amplify Your Pinterest Marketing . Social Media Examiner. April 13, 2017 . retrieved from http://www.socialmediaexaminer.com/how-to-amplify-pinterest-marketing/

Solis, B. & Breakenridge, D. (2009) . Putting the Public Back in Public Relations: How Social Media is Reinventing the Aging Business of PR . Pearson Education . Upper Saddle, N.J. 2009