10 top tips for using social media in PR

Social media poses new challenges for PR professionals. Kevin Taylor, president of the Chartered Institute of Public Relations, sets out some of the key rules of engagement.

The Chartered Institute of Public Relations launched its “social media” best practice guidelines in February 2007. It has since updated them to take into account emerging trends and issues in this fast moving and growing area of the PR industry.

Here are 10 key points that PR people using social media should bear in mind.

1. Recognise its importance and know how it works. The biggest mistake possible is to assume that social media doesn’t matter – that it’s somehow peripheral to your work. Used appropriately with skill and care, social media can be an additional weapon in the PR professional’s armoury.
2. Understand legislation and ethics. Since the original CIPR guidelines were launched, they’ve been updated to cover new legislation. If you fall foul of the legislation, it is likely that you will also have done something to contradict one of the CIPR’s three principles of ethical practice – integrity, competence and confidentiality – as set out in our Code of Conduct. The principles are as relevant in social media as in any other area of PR. But social media presents its own unique set of challenges.
3. Avoid “flogging”. Creating a fake blog to give the impression of independent support for a campaign or initiative – flogging - breaks the Consumer Protection from Unfair Trading Regulations and contravenes the CIPR Code. The key thing to remember when setting up a blog or posting a comment is to be transparent. Say who you are, what your job is and who you work for – and mention upfront any conflicts of interest.
4. Keep off the “astroturf”. Astroturfing, the practice of creating fake grassroots enthusiasm, like flogging, is not only prohibited by the Consumer Protection from Unfair Trading Regulations but contradicts the principle of integrity which lies at the heart of the CIPR Code of Conduct.
5. “Off the record” doesn’t work. Off the record can be a dangerous concept at the best of times. But in the social media world, it barely exists. Your conversations or e-mails with a blogger, for example, may be posted online without your permission so they end up in the public domain.
6. Take great care with the laws of defamation. That includes repeating possible slanders or libels posted elsewhere. A comment posted on a website or social networking site carries just as much legal weight and responsibility as a media release issued through a press office. And it is a permanent record. Website content often lives for ever.
7. Treat information carefully. The casual nature of blogs can lull people into a false sense of security – and use of the word “posting” to describe the act of placing material on a blog can lead people to forget that what they’re doing is not posting but “publishing”. So ask yourself all the time – do I want to publish this? And steer clear of sensitive corporate information or mentioning anything before it has been formally released.
8. Measure social media. It is just as important to measure the success of your social media work against business objectives as it is other PR activities. This helps you demonstrate the value of your work, justify budgets and plan for the future. Just like traditional media, there is no “silver bullet” or single method for evaluating social media, but there are a number of methods available. As with all campaigns, set out your objectives for the activity at the start and then measure your performance and success against them.
9. Provide employer guidance. If you’re an employer or communications advisor, you need to be aware that employers bear responsibility for how their employees use social media. The best thing an employer can do is to provide guidance on social media policy to employees. Issue updates in line with new developments.
10. Embrace social media. The final, and in many ways most important, tip is this: don’t be afraid of social media. The social media landscape is constantly evolving and guidelines on practice will need to be amended to keep pace. However, you just need to remember that openness and transparency are key elements to being successful with this new medium. Used correctly, social media can have a real and positive impact on what we do, making our job as PR professionals easier, not harder.

The CIPR social media guidelines are at www.cipr.co.uk/socialmedia