It should be common sense that Public Relations is a type of communication, and communication is a two-way street according to the Shannon and Weaver Model of Communication.
This would mean in order for Public Relations to be true communication, there must be some feedback. What makes good Public Relations is how much this feedback is listened to.
Social media has become a huge tool for organizations wanting to listen. From Twitter and Facebook to blogs and webpages, Public Relations professionals are taking advantage of the ability to hear what their publics are saying.
Maria Ogneva, Head of Community at the enterprise social network “Yammer,” has 10 Steps for Successful Social Media Monitoring. She notes that effective listening involves strategy and planning.
Another blog post from early this year covering the “Pay Attention! Social Listening Done Right” panel at this year’s Social Media Week in New York also engages in conversation about listening in PR.
Know matter how you are listening, though, it is simply important that you ARE listening.