Twitter Me This: The Difference Between Digital Media Relations and Social Media
By Kyle Austin
June 3rd, 2009
A lot of folks I talk to on the client or brand side like to substitute “social media” and “digital media relations” for each other, given the context of a conversation. The truth is they’re not exactly synonymous. I’m a firm believer in “all media is social,” but when it comes to talking about “social media” as a practice or service - offered or carried out -there is really only one meaning to me: listening and engaging directly with consumers as part of the social dialogue.
Digital Media Relations (aka: DMR) on the other hand is all about “relationships,” with influencers. As the digital evolution changes the balance of media - as we know it – relationships with “The Media” (any blogger or mainstream-media journalist that has influence) becomes paramount in the PR / communications profession.
Yes, the direct-to-consumer message is unbelievably powerful and cannot be overlooked, but media relations (in-terms of influencing those influencers) is evolving, not dying.
The example above with Scoble is easy because everyone understand he’s uber-connected and you can reach him through all sorts of digital channels (his, yours and the one’s you share – hopefully FriendFeed). However, all of today’s “media” influencers can be engaged (in the right way) through these touch points.
Look at Oprah on Twitter, Larry King’s blog, Chris Nuttall on FriendFeed. Just as “all media is social,” all “media relations” are digital.
Entry Filed under: Digital Media Relations,Social Media
6 Comments Add your own
1. Rajeev Edmonds | June 3rd, 2009 at 10:39 am
Twitter Me This: The Difference Between Digital Media Relations and Social Media http://cli.gs/PdeePU
2. Stuart Foster | June 3rd, 2009 at 1:34 pm
This is an interesting thought. Mainly, because it could redefine a lot of the PR industry. All media might be social, but who else is better to effectively coordinate outreach to key influencers within the digital space? The answer should be PR people.
3. RaceTalk | June 3rd, 2009 at 2:25 pm
New RaceTalk Post: Twitter Me This: The Difference Between Digital Media Relations and Social .. http://tinyurl.com/qfggkf
4. RaceTalk | June 3rd, 2009 at 2:25 pm
New RaceTalk Post: Twitter Me This: The Difference Between Digital Media Relations and Social .. http://tinyurl.com/qfggkf
5. Kyle Austin | June 3rd, 2009 at 3:35 pm
I agree Stuart…Brands don’t have the human capital or budget to support reaching EVERY individual consumer through social media. You need to focus on those that have the most influence – which pr agencies have always focused on….
6. Adam Pieniazek | June 6th, 2009 at 4:50 pm
Nice breakdown. To streamline how I describe what I do I tend to toss blogger/digital media publisher outreach in under social media but it really does deserve its own focus. Each requires its own strategy and goals.
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