Many in the public relations community have jumped on the social media bandwagon in the belief that it puts PR practitioners in control. It has turned into a turf battle, pitting PR against marketing.
This mindset misses the point of social media. Any effort to “control” a social media initiative will doom the effort. Instead, a PR practitioner needs to think like an improvisational jazz musician. You might have an idea of where you would like a piece of music to ...