This week Martin Waxman, Gini Dietrich and Joseph Thornley speak with Richard Binhammer at Dell about social business, moving forward and the roll of PR firms. We want to thank all those who send in their comments. Last week, Petra Opelova commented on last week’s episode. She agrees with Gini that webpages are still very significant. She also liked Matthias Lufkens’ approach of treating our customers as your friends. Adapting this approach not only humanizes your customers but also humanizes your company in the eyes of your customer.

As an early pioneer of social media, Richard was at Dell six years ago when Dell first came alive to social media. Today he is a director of Dell social media campaigns. Richard Binhammer was the second keynote at the PRSA’s Digital Conference. Joe caught up with Richard just before he went on stage to discuss social business and the role of PR firms in corporate social media accounts.

After the interview, Joe mentions that the relationship between business and PR firm is more than just tactical, the businesses are smarter and know how to use social media. As PR firms we need to support businesses from a strategy perspective.

Gini mentions that PR firms are being hired for different reasons today compared to five years ago. PR firms used to own relationships, especially with reporters. Today, we no longer own that relationship and we now have to redefine ourselves. With the social web, crisis is an emerging threat to businesses. PR agencies should be able to help on strategic crisis management.

Martin thinks that PR professionals need to acquire new skills. For example: amature video production, audio production for podcasting, and more. This will help us create, tell and distribute stories.

If you are out and about travelling, don’t forget to check out the Inside PR team in a couple weeks at PRSA’s Counsellors Academy in New Orleans.

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Send us an email or an audio comment to insideprcomments@gmail.com, join the Inside PR Facebook group, leave us a comment here, message us @inside_pr on Twitter, or connect with Gini DietrichJoe Thornley, and Martin Waxman on Twitter.

Our theme music was created by Damon de SzegheoRoger Dey is our announcer.

This week’s episode was produced by Kristine Simpson.

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