In talking to a friend and former colleague just today, he was sharing details about his new gig and considering it an opportunity to better shape PR for clients. "Press releases were the default and we all know that isn't the answer." He was excited about the opportunity to really make out-of-the-box ideas happen to get results...outside of the 'here's a new story idea for you to consider.'
Don't we all.
But when we're in the PR house - we're most often forced to play by the house rules - driving coverage. It's a struggle to get out from under it but depending on the end goal, many times, it's so much more effective to go with the alternative (albeit uncomfortable) option.
Sometimes what we need, or need to share, is a swift kick to get us in gear. Like this deck Mashable just (re)released - What the F**k is Social Media: One Year Later.
Especially in light of news today of ESPN limiting the use of social media. -- For which the list of criticisms continues to grow. -- As well as the U.S. Marine Corps' similar, newly adopted restriction. (The information exposure part I get, but for letting loved ones reach out and simply for recruiting policies - maybe they ought to develop a usage policy instead of banning all use.) This ought to be seen by all companies with sense to evolve in changing times* to continue growing business.
Fact that stands out most because it's true to me: Visiting social sites is now the 4th most popular online activity -- ahead of personal e-mail.
*As in, how all business is and always has been an adaptation of a company's environment - 'changing times' can and should not be exclusive to what is proving-to-no-longer-be-contained-by-the-definition-of-phenomenon of social media.