The Pain & Pleasure Of Branded Social Media

During a recent Bulldog Reporter webinar on the subject of media relations 2.0, a senior communications professional from the Public Broadcasting System (PBS) noted that when the organization wanted to announce news, it simply posted the story to its FacebookLinkedIn and Pinterest pages, and its Twitter and Instagram feeds, plus one or two others. This approach is in stark contrast to companies’ long-held reliance on journalists to interpret then share the story with their respective readers, viewers and visitors. By posting its news on the network’s social channels, with their millions of followers (that include nearly every social-minded TV reporter), PBS also eliminated the need to purchase a paid wire service distribution. Then again, PBS is not a publicly traded company, so the SEC’s ever-loosening rules requiring full disclosure do not apply.

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