Haste makes waste. Rushing to react to real-time events on social for a brand often leads to a loss of brand voice, a total screw up or simply another tweet that ends up in the abyss.
As far as the agency side of PR, it’s difficult to respond rather than react to real-time events for a brand. Maybe you’re too busy building out a content calendar to respond in real-time. Maybe there is too much red tape with a client. Maybe you’re convinced it’s too difficult to break through the noise of real-time.
I say that’s a shame.
If you want to respond in real-time, you’ve gotta understand real-time opportunities come from brands who hold a go big or go home brand culture and who have a trusting relationship with their PR agency. The exception to these two variables is if the brand is also small. In other words, nimble enough to execute a real-time response.
The neat thing about real-time responses is that practice makes perfect, but the only way to get there is to develop a positive relationship with your client and work the go big or go home mentality into their hearts.
If you want to succeed on social in real-time, start with succeeding in building that relationship.
Stay Positive & Get Building
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