Social Media and Tech PR: The Value of Hand-Crafting
Seth Godin presents a cogent case for hand-crafted work. Matthew Crawford offers a similar argument in Shop Class as Soulcraft. Can tech PR and social media benefit from this approach? Contrarian it might seem, but the PR you make “by hand” always outperforms the mass-produced.
In tech PR or any field of publicity, PR professionals are craftsmen with two-fold value: close relationships with media, and the ability to recognize, shape and create newsworthy stories that place “above the fold” — old-time print-master speak for the top half of a newspaper.
To be sure, pros use the latest tools to get the story out and monitor its success: SEO, social media, and sophisticated tracking software. These still are just tools. To journalists the story’s still the thing. It must be hot, trendy and on target with their interests. The PR pro must know how to sell it, who will buy and why. To his clientele — the company and press alike — he or she must be known as a purveyor of rare, hand-crafted goods, i.e., great stories.
The same holds true in social media. There are templates for blogs and programs that churn out tweets, but who will read this automated twaddle?
In my house, the only bread we eat is the loaf I make by hand. Every car we drive is one I can tune myself without the aid of hit-or-miss “computer diagnostic” tests. Great tech PR is hands-on, too. It’s human, thereby always better for you.
Related posts:
- Does Your Social Media Drive Customers to “Seppuku”? Last year a handful of lost souls, fatigued to the...
- The Art of Networking in the Social Media Age Yesterday I had the good fortune to attend TelecomHUB's luncheon...
- Tech PR: Optimizing Social Media Management After a decade, best practices for producing and optimizing social...
- Big Blogger is Watching: Social Media Monitoring and The Media Awaiting the news that Facebook has more users than there...
- Social Media: Have an Edge This week I ran a test. Monday I warbled the...