People may see me and my employer, SHIFT Communications, as social media entities because that’s the most visible part of what we do. It’s also what I write and talk about more, because it is new and we have been able to assimilate social media expertise into an overall PR program.
I don’t know if SHIFT and I get pigeon-holed as strictly "social media" rather than PR, but the thought sometimes occurs to me.
There is another side. Should I/we make more of an effort to show it?
To put it another way- is a well-rounded PR agency/person better off being known for social media leadership or should we push knowledge of "the basics" forward more?
Or, to use one of Duke Ellington;s favorite phrases: should we all be “beyond category?”