Lesson #4: Lay Your Cards on the Table
Pop quiz. What are the two critical tenets of new PR? If you said "authenticity and transparency," then kudos for paying attention and thoroughly reading Chapter 1. These tenets apply to all your interactions with social media creators. You've got to be completely up front about who you are, what company you're working for, and what your motivations and goals are. For starters, the message needs to come from you, not info@yourcompany.com or news@yourcompany.net. You're trying to forge a personal, lasting relationship with the person at the other end of your outbox. If you appear to be hiding anything (and that includes hiding behind a generic email address), your email will likely be filed among the Viagra ...
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