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Leading brands tweak PR with Twitter


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2 January 2009

Leading brands tweak PR with Twitter

PR is taking on a new dimension as leading companies rapidly turn to the social networking and micro-blogging service Twitter to drive their publicity campaigns.

PepsiCo and Ford are the latest high-profile brands to jump on the Twitter bandwagon, each making effective use of what is the communication channel of the moment to address public criticism levelled at their companies.

Despite its ridiculous name, Twitter is the social medium on everyone's lips in the public relations industry and it has seen an explosion in popularity as a tool for disseminating company news, information and reaction.

The micro-blogging service lets users send out and receive other users' updates, known as tweets, which are text messages of up to 140 characters in length and most commonly delivered as an SMS message to a mobile phone.

PepsiCo was recently flooded with complaints about an advertising campaign that featured a cartoon calorie committing suicide, but emerged with its reputation intact when it posted a message on Twitter apologising for the ad.

Ford Motors also won over many critics by explaining the company's position in a tweet when it came in for stick over the way it pursued legal action against an online trader selling unauthorised bumper stickers.



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