Tom Forenski’s article from earlier this week is generating much discussion. Can PR firms really offer good advice on social media strategies if they aren’t themselves involved?

It’s been interesting to see the feedback - most agree that it’s an absolute necessity for PR firms to blog and I agree. But it goes beyond that. How can we as PR practitioners tell our clients how to engage in communities if we aren’t engaged? Just watching the action from the sidelines does not make anyone an expert, and as Joe Thornley points out, engaging takes a lot of work.

Writing a blog is just one of many ways to engage. A good blog contributes to a conversation - whether it be about PR, new media, music or even a few really great television shows.  A PR blog can’t just be inward looking or always championing the cause of clients. It should add value to the community of communicators who wish to make the industry better. To really engage, there needs to be a commitment to regular blogging, reading and commenting on blogs (whether they relate to the PR industry or our clients’ industries), bookmarking content and talking with others on social networks like Twitter, Plurk, Facebook, etc.

I have no idea how to ride a motorcycle, so I wouldn’t pretend to know how if my client asked me to teach them. That would end in a fiery wreck, and fiery wrecks can happen online very easily. Unless you have actively participated in social media you can’t properly advise on the benefits, effects and pitfalls that take place within online communities.

More and more PR people are getting involved in social media so they can give the proper advice. My advice? Get engaged and take the time to do it right. And don’t begin to teach until you’ve learned it yourself.

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