The PR Studio

In an article every PR person should read, esteemed Boston Globe columnist Joan Vennochi reflects on the advent of Twitter and its large margin for error. She nails some critical points such as how truly difficult it is to attempt to provide anything substantive in 140 characters. She also points out one of the more embarrassing things to admit about it, which is the undeniable narcissistic outlet it provides ordinary people to display contrived wit and humor. I advise PR folks to read this column closely and keep its theories in your pocket to give you pause prior to hitting the send button on that next tweet.

Back in 2009, I viewed Twitter as the enemy. It proved me wrong, and I now admit to being a total convert. However, it can be a dangerous place if you throw caution to the wind in your haste to tweet your brilliance to the world. You can advise clients of a few considerations to keep Twitter faux pas to a minimum.

• Twitter is best used to promote a blog or web posting. Why? Because again it is nearly impossible to provide anything meaningful in 140 characters. However, it is enough to pique curiosity which is a huge benefit to the often lonely and unread press release. Also 140 characters without any explanation is ripe with the possibility for misinterpretation. A tweet accompanied by a link with a more clear and articulate explanation of what you are referencing, can immediately remove the sting of something potentially inappropriate and/or unintentionally offensive etc.
• Although this is never an easy thing to say to clients, I have in the past had to diplomatically tell one or two of them that humor is not their strength. It is very difficult to tweet or quote ‘funny’.  I always tell people to just try to avoid it unless you are completely confident that it has universal appeal. One person’s funny may be another person’s insult so ‘funny’ should be left to the people who actually earn a living making others laugh.