“Louis, I think this is the beginning of a beautiful friendship.” – Casablanca, 1942
Casablanca is indeed one of the classic movies, and the final line in the scene sums it all up for companies and public relations professionals today in the day and age of new technologies and social media. The focus of networking, establishing a platform for discussion online, and focusing on creating long lasting relationships with all stakeholders for our clients – what does friendship exactly mean in the 21st century? Can we all be friends when we are in business, and how do we create these partnerships? What about with social media – what is the role of technology in creating these friendships? The answer is yes – we can be friends. Corporations are now forming these joint partnerships and working together for a common cause. Whether it is donating to an issue or cause (ex. Haiti relief) or to embark on a new campaign that targets both traditional and non-traditional media (ex. YouTube & Target with their Holiday Solutions campaign). This is something that is definitely becoming the norm in business and public relations practices – more integration and partnerships in campaigns and research are emerging with different perspectives. In our program at Tennessee, we discuss the importance of being interdisciplinary in our research and teaching, and now we are seeing this occur in the business and public relations profession.
However, based on what is in the news, two companies that I feel won’t become friends in the near future are AT&T and Verizon. Both have created targeted and focused advertising campaigns directed towards each other in both traditional and social media outlets. So, while these two mega giant companies are battling with each other and their reputations are taking a hit – other companies like Spring and T-mobile are just waiting for the dust to settle before making their move.
On a side note in regards to personal friendships, while I do advocate that we need to create these strategic partnerships and networking relationships, I do say that we all have to really understand who are our “friends.” We do trust our friends for advice, guidance, and that they will be there for us – but we have to be aware of the other possibilities as well. Many people have people that they know on their Facebook site or they are followers on their Twitter account – but how confident are they that they will be there in a time of need, or in worse case scenario – actively try to ruin a person’s reputation. Social media has posed an interesting element to friendships and relationships – and I have told my students as well as in my guest lectures that they can have their privacy setting to be just with their friends, but how do you know they are your “true” friends? So, if you have some pictures that do not make you appear to be professional or in the best light possible, you might want to consider your actions before they turn up on someone’s wall for the world to see. Just a few things to think about. 🙂
So – in summary – definitely be active in working and networking online to establish these professional and business friendships with other professionals that will lead to these strategic corporate partnerships with your client. However, always think before you post or friend someone. These are just a few of my thoughts.
Hope you all are having a great day!
Best Wishes,
Karen
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