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June 01, 2011

PRSA: Business Leaders Have Lot to Learn from Social Media Prowess of Sports — The Guardian Letter to the Editor

PRSA had a letter to the editor published in the June 3, 2011, edition ofThe Guardian (UK) Weekly, in response to a May 13 sports article on the Tweeting and communications proweess of Cleveland Indians manager Manny Acta. The letter advocates for other business leaders to follow in Acta's footsteps by engagin in earnest and consistent direct communications with fans and customers.

The Guardian Weekly Letters, June 3, 2011
Published: June 3, 2011

How refreshing it was to read about a manager of a professional sports team who finds that taking the time to connect with his customers (ie, the fans) brings not only joy to his professional life, but increased revenues and goodwill ("The Tweeting Indian," May 13). Cleveland Indians manager Manny Acta astutely understands that how an organisation communicates with its customers is indicative of the type of reputation it hopes to build, and the level of trust it aims to engender among its public.

Beyond demonstrating himself to be a genuinely good person, Acta is helping to stimulate goodwill and a positive reputation for his team at a time when trust in American businesses is precariously low. More business leaders would be wise to heed his advice that social media are, indeed, how you "connect with [your customers] these days".

Rosanna M. Fiske
Chair and CEO
Public Relations Society of America
New York, NY, US

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