How the PRSA uses Social Media

Hi Maddie –

Here are some answers to your questions !

About two weeks ago, PRSA published its social media policy (http://ow.ly/42Ptm) as a resource for its members and other industry professionals who are looking for guidance in this area. Our Tweet announcing the policy's availability was re-Tweeted more than 150 times, the policy was downloaded more than 875 times, and dozens of association professionals contacted me directly via the ASAE listserv to request a copy. So the data appear to show that professionals are indeed interested in what PRSA, as an association, is doing with social media, and in how they can apply that knowledge within their own organizations.

As far as what our members think, I'm happy to let them speak for themselves. I can share with you, however, that their opinions hold significant weight, and that we poll them regularly on their attitudes and opinions. But again, I think the data are the real proof points that confirm internal and external interest in what we're doing as an organization. Actually, I'd be surprised if most associations don't listen through a variety of channels and deliver content and expertise based on what they know and what meets the needs of their members.

Finally, this is not just “spin.†PRSA actively uses social media to engage its members and other industry professionals, to handle customer service issues, to share information, to draw attention to our product and service offerings, to show thought leadership, to learn and adapt and to achieve other strategic goals.

As far as “where the clip came from,†you probably saw the title screen mentioning Ragan Communications, a leading source of information on the public relations industry. The interview, conducted at Ragan's request, is just a part of what Ragan does: provide information of note for professional communicators. And in the interest of full disclosure, we do partner with Ragan periodically to co-produce industry events, though those events are unrelated to this interview.

Bill Murray, CAE

Maddie,

I haven't been in the PR space for a lot of years ... Ragan was (and I still think is) a communications industry trade "publication."

Thus, this is the equivalent of Association Trends interviewing John Graham.

Spin. Probably, much as most associations are trying to get "good" coverage in the independent media covering their industry or profession.

Steve