I am frequently reminded of a graduate sociology course I took several years into my communications career. The professor explained the difference between psychology (individual) and sociology (group, society, culture). “What is a public?”, she asked. “A group (three or more individuals) of people with something in common.” While it’s such an obvious concept now and applied in many targeted ways, it wasn’t then.
Your first group experience is your family with its own history, dynamics, rules and regs. Then you step outside into the neighborhood, which offers community values. Before you know it, you belong to several groups (running, dinner, volunteering, or professional association), each with its own “this is how we do it here” etiquette.
Today, stimulated and challenged by social media, personal and online networking, we are discovering our 1st person PR in a group setting. We seek or bump into a variety of possibilities. What do we have in common, and what are our personal expectations?
In Putting the Public Back in Public Relations, co-author Brian Solis reminds us that “social media is about sociology and not technology” and that “relationships trump tools.” It is a great goal, but what is a relationship and how does it evolve from networking?
We usually approach relationships with expectations …realistic or not. We assume a two-way street regarding values, sincerity, respect, trust, honesty, constructive communication, and reciprocity. When we network, our goals are similar but maybe a little less profound. Ideal networking—helping each other—may lead to a deeper relationship. If not, then we’re grateful for mutually supportive connections.
Many centuries ago our ancestors were, of course, the first examples of (no tech) networking and social media. Whether relationships are transitory, life-long, personal or professional, we have to work on them within their context and reality…a point to remember in today’s high tech social media.
Those of us who work in PR realize it’s an advantage to know a reporter when pitching your newsworthiness. If you don’t have an existing relationship, professional and citizen journalists offer starting points: Do you understand their specific medium, the focus of their beat, their unique perspective, and what they’re looking for in your news or pitch? You want a media placement, and the reporter wants relevancy, credibility, and trust in your sources – a mutually rewarding connection.
Speaking of connections…Valentine’s Day, Chinese Year of the Tiger, and Aquarius (signs of today) can offer reminders of our potential, inidividually and collectively. Best wishes to all.
