professionals seen to understand strategic, tactical and operational use

Simon Wakeman makes a lot of sense in his post about the CIPR and its role in helping develop social media for the industry.

In particular this comment is valuable:

CIPR needs to take an aggressively positive stance on social media. There are many professions vying for credibility in this space, and as a respected body the institute can articulate the valid credentials for our profession.

It’s easy for anyone to get into social media, but the professionals who are seen to understand the strategic, tactical and operational use of these new channels will be those who can benefit most commercially from them.

That’s not to say a debate isn’t healthy - but a corporate stance is needed from the CIPR on social media to give a firm indication of its position - otherwise the messages on behalf of the UK PR community will continue to be mixed.