Conversation Agent - Valeria Maltoni - 4 Reasons PR Agencies Are Failing in Social Media


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@Valeria - Thank you for the reply and personal email as well. :)

I have given a lot of thought to what failure means to me and how important it is to not get hung up on the negatives of a situation and/or its outcome. It’s easier said than done, however. Fear of failure and the judgments that can come with it can be hard to ignore. But to feel alive, I think, it’s important to take risks and act. Inertia is not fun; momentum is! If we meet with triumph or disaster, then we ought to treat both those impostors just the same anyway and keep going!

I'm glad to have met you as well and look forward to exploring your posts and learning more about your thoughts, observations and experiences.

Oh and I love when I can hear a smile through the phone too!

@Phillip - I see it more as a matter of ownership. In the same way you live your brand, you live your interactions. That's the beauty of it, if you give it away, you won't get it back. PR agencies have the potential to take over all thought leadership development: helping clients think through topics by canvassing the conversation landscape, and package it in public-ready formats. So I wouldn't count them out, just yet. They need to see their own capabilities and redirect the energy/resources to them.

@Kelley - not at all. Always a pleasure having you here. I want discussion, that's what helps us think through issues. I love PR, this is all love. Truly. It's the best door into social media for an organization that has a hard time admitting its own name in the mirror in the morning. Seriously. We can use a swift kick in the pants, though.

@Rebecca - I could hug you. In fact, I plan to send you this response by email as well. Thank you for drawing attention to the term "failure". Failure is good, it's our friend. As you yourself said, we're all learning. When do we learn the most? I'm not harsh and I'm not judgmental; it's an observation that allowed us to have this rich conversation. Ah, I wish I got even some of that ingenuity and humor in the pitches I get. I'm jealous now. When I refer to conversation this is what I mean, getting to know each other in the course of exchanging ideas and content. By all means, don't chit chat me if you're on assignment. In fact, be brief and to the point, and I will, too. Personality and passion are amazing resources and allies in this business. If you believe in what you're doing it comes across. It's like when you smile on the phone. I can feel it. That's the conversation I'm talking about. No going through the moves. Strong communicators are priceless. Glad to have met you in such nice circumstances.

@Elise - someone in the thread mentioned how PR as an industry has done itself a disservice by placing emphasis on promotion. What you experienced has probably been a byproduct of that. It is an education process and it needs to start where the client's at. As professionals, we often take too many things for granted -- I know I do ;)

@Juliana - delegating in social media means giving up too much of the responsibility that rests in house, especially on the day to day course.

@Todd (BuzzStream) - you gave us a money quote! Thank you. A few accelerators that may help: a) listening and observing and knowing what you're listening for.; b) reading up a lot and learning about the industry; c) being sincere and responding, even when the blogger tells you no. I know you know that, the smart PR professionals use "failure" as a way to advance the relationship.

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