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April 28, 2011

PRSA Chair Debunks Myth that 'Social Media Makes Marketers Lazy' in MediaPost Op-Ed

In an April 27, 2011, op-ed in MediaPost, PRSA Chair and CEO Rosanna M. Fiske, APR, debunks the rising myth that the widespread use of social media is making some public relations and marketing professionals lazy. She noted that the belief of some that "cheap social media makes marketers lazy" is a "fallacy that has long since worn out its welcome."

Fiske continued: "Rather, a combination of poor mentorship and the realities of modern marketing challenges in the digital age has produced an environment in which foundational principles across the board are lacking."

Social Media Makes Us Lazy? No, Not Really
By Rosanna M. Fiske, APR
Published: April 27, 2011

Every few months, a new meme gathers more attention in the PR and marketing worlds than it deserves. Often borne out of fear or ignorance, it usually takes the form of decrying the latest and greatest forms of technology and digital media in favor of old reliable.

This is the story of how one well-respected marketer has given credence to a new take on an old lament. More specifically, that "cheap social media makes [junior] marketers lazy."

Some industry leaders, apparently, actually feel this way. According to MarketingWeek, Simon Carter, marketing director of Fujitsu's U.K. government arm, believes that the perception of some communicators and marketers that social media is "free" — combined with the preference among novice professionals to use only social media -- has led to a gross overuse of social media at the expense of vital skills learned from traditional tactics.

In essence, the next generation of industry leaders has no more initiative than your average couch potato.

Now, I don't for a moment buy this notion. "Cheap social media" doesn't make young marketers lazy, as Carter claims. This is a fallacy that has long since worn out its welcome.

Read the rest of the op-ed here.

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