Every agency touts its expertise in social media. It doesn’t matter if it’s a PR agency, ad agency, design agency or interactive agency—it’s got you covered for that social media stuff.
“What’s your budget again?” the reps ask.
PR agencies are skilled at “pitching” reporters and editors in the hopes of getting a “hit” that they can add to their clip book.
So in my experience, their preferred approach to “that social media stuff” is to pitch bloggers. I get more than 100 of these pitches a week: “Your blog readers will find our clients’ stuff interesting! Oh, and we built them a Facebook page!”
Here’s how the typical PR pro approaches social media:
1. Relies on getting others to talk up clients. (We know all the key mommy bloggers!)
2. The pitch is dripping with gobbledygook. (Our client has innovative, cutting-edge, mission-critical applications to improve business process!)