Twitter can be a valuable tool for journalists and PR Professionals, if used properly and carefully.
Since its beginnings, journalists and PR professionals have debated over the use of Twitter in their professions. No one can seem to agree on whether or not it is an effective tool. Personally, I believe that if it is used properly, it can be a very useful tool in a number of ways.
Arguments Against Twitter
Before I get into the benefits of professionals using twitter, I’ll talk about the reason so many are against it. Some argue that due to the large number of bot accounts that exist on Twitter, it is inherently problematic for journalists and PR professionals. They warn journalists against taking opinions on twitter as the opinion of the “real people.” There is a fear among these cautioners that twitter contributes to the fake news of the day. Journalists have been caught embedding tweets from unreliable sources, and this has led to the distrust of twitter that these folks experience. However, I strongly believe that the benefits far outweigh these downfalls.
Twitter Has Real Value
I should rephrase that subhead: Twitter can have real value for journalists and PR professionals, if used properly. The article referenced above suggests that if journalists use twitter, that they should ensure their sources are valid. There are simple sites to confirm that an account is not a bot. This is a great suggestion, and journalists should already be in the habit of checking sources, whether through a site or by phone. Journalists and PR professionals also need to ensure that the content they share is professional content, since these accounts are in fact professional.
The Many Faces of Twitter
From my reading on the subject, there are a number of ways that journalists and PR professionals can use twitter effectively. A few of the ones that stood out to me were as follows. Journalists can use twitter as a way to find story ideas and sources; that is huge, considering these are the essentials of a story. But PR professionals can use Twitter in a similar way; they can monitor Twitter for journalists looking for stories and sources, and get their message out that way. Journalists can also keep up to date on breaking news, and put out breaking news updates via Twitter. Similarly, PR professionals can use twitter to respond quickly to crisis or criticism.
The number of possible uses goes on and on. As social media grows, I believe that journalists and PR professionals will grow more accustomed to using Twitter in their careers. The reality is that if they don’t get on Twitter, they will be lightyears behind those that are.
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