Like many people who started out in PR long before most of today’s Gen I were born with double jointed typing fingers, I’ve followed with interest the explosion of social media and it’s impact on the communications industry.

I’ve watched, listened and participated as everyone told us how much things are changing and here’s some of what I’ve learned…

• Social media is a two-way conversation. It’s not prescriptive, top-down message feeding. It’s about listening to what your stakeholders are saying and building relationships.
• In the social media landscape, you need to speak the language of the people you’re talking with, or you lose your audience fast.
• If you’re informing or entertaining people in social media networks, they’ll reward you with referrals. Word of mouth and recommendations go a long way.
• People in social media networks tell you very clearly what they’re interested in, whether it’s information on health breakthroughs or weight loss, new recipes for old food favourites, great music or quirky products. It’s all there for you to listen and learn.
• If you use social media to put out inauthentic stories, you might grab people’s attention for a short while, but you’ll loose it just as quickly and you’ll lose your credibility in the process (think chk chk boom boom girl)
• In social media the old staying power rules apply - people will stay with you as long as you’re providing something they want.

Guess what. If, you replace the words social media with public relations, all the above points still hold true. At the most fundamental level, nothing has really changed. Good PR practice is about:

• Engaging people. Understanding your audience and speaking with, not at them.
• Staying relevant.
• Being informative and interesting.
• Being honest.
• Producing results.

Yes, technology has turned passive readers into active publishers and allowed us all to herald our opinions and tell our stories worldwide - and in my view, that’s fantastic. However in many ways, the more things change, the more they stay the same and the fundamental rules of a good communications strategy still apply.

Now we have a whole new arena in which to play...

PR Matters supports…

Change the World is one of the best community initiatives we’ve come across in a long time.

The brainchild of filmmakers Wayne and Anne Tindall and managed by producer Brent Masters, it’s a simple concept all about empowering people to make a positive difference.

Up to six teams will receive $20,000 seed capital each to start a world-changing project and they will have six months to finish it, or reach a required benchmark.

A national PR campaign will invite every Australian aged 18 years or over to submit their idea. You’ll be able to upload a 2-minute video clip and an online entry form via the web site or write in. A selection panel will then work through all the submissions to choose the final projects to be funded.

Backers of the project include Prime Minister Kevin Rudd, actor Hugh Jackman, former Miss Australia Carline Pemberton, business identities Jason Kimberley and Fabian Dattner, radio network Nova FM, companies such as Badjar Ogilvy and a host of dedicated consultants who have committed to give their time and expertise.

I’m in it because I love the idea of empowering people to fulfil their visions and helping individuals to create projects that help others.

And in the process, I’ve been knocked out by the calibre of the people I’ve had the privilege to work with on the Change the World team. They’re an amazing, energetic, clever and committed bunch.

We’ll be ready to launch soon. Keep on eye on www.changetheworld.com.au or stay tuned to this blog.