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Public Relations and LinkedIn
- 1. Public Relations and LinkedIn Industry Do’s and Don'ts
Hinweis der Redaktion
- Do: Shifts in consumer behaviour online means that public relations practitioners need to adjust to the newly presented opportunities in order to stay relevant and effective. To survive in this participatory online world, PR professionals have to be involved with the communities and contribute to the content. It is for this reason that a highly effective function of LinkedIn is the question and answers segment, where users can post and respond to queries within their industry or professional interest. Don’t: A network is a professional reflection of a company and unknown or unreliable contacts can reflect poorly on a user when people peruse their connection list. It is important to remember when building a network that LinkedIn (unlike other sites such as Facebook) is a commercial, rather than social, networking site. Adding contacts for personal reasons can be damaging to a professional image. As it is a PR practitioner’s goal to present a positive identity to the public, it is important to associate with reliable, esteemed and qualified contacts. As Kathleen Lewis says, “You are judged by the company you keep, even virtually.” (2009). PR professionals need to be aware of their reputation as well as the reputation of those they associate themselves with in order to maintain a successful account on the commercial networking site.