Comet Branding Radio | recap | The changing role of PR as Media Evolves + Why Social Media Will Not Kill PR
Today’s Comet Branding Radio show included a great discussion about PR and how social media is and will continue to impact it. Please check out the pre-show post HERE for more about the “Social Media will Kill PR” meme and discussion.The purpose for hosting a show with this topic is to challenge the PR industry to reinvent itself and evolve.
I’m not the first one to say it, but PR has a bad reputation and needs to evolve. Many in the media feel that PR people are just schilling for ink, do zero research and are unresponsive. One journalist mentioned to me a month or so ago, that “I honestly can’t remember the last time I wrote a story based on a pitch from a PR person.”
From my personal perspective, I’ve started to get pitched stories for this blog and Comet Branding Radio and I’ve only received one (out of only 10 or so, mind you) that made me feel like they knew much about what I cover or why. Beyond this, they didn’t give me any clear picture of the story they were trying to get told.
Don’t get me wrong, there are outstanding agencies and practitioners out there who are leading the charge and doing PR justice and lifting the profession to a higher consciousness. Hopefully I can be counted among this group.
The idea that PR needs to reinvent itself was discussed heavily in the show and it seems that as an industry we do not do a good job training our young professionals to the extent that we need to. It’s important to note that there is a lack of high-level and practical business knowledge at play in our field. If you don’t understand how business (specifically your client’s business) or the media work then how in the hell are you going to help either group?
Okay, there is a great discussion at play in this radio show, so please give a listen and let me know your thoughts. I hope to address the social media element of the discussion soon.
I’d like to challenge you to share your vision or definition of an evolved PR. Write about it on your blog and link here or post it to the comments below. If you think I’m off my rocker, tell me. If you agree, share your point of view. We can impact this industry and create a PR revolution.
I will share mine point of view tomorrow.
December 3, 2008 at 4:37 pm #
I think the problem lies in the foundations of the role. Sadly I do not know any senior PR practitioners, only those with a few years experience. The only PR people I know share the following traits (which may or may not be characteristics which attracted them to the role of PR practitioner): over wordy and pretentious writing. Self absorbed and arrogant. neurotic and insecure. needy. uninspired or over whacky in concepts. These people I know are in their early to mid 30’s and all share the fact that they are inherently immature. I know there must be some hard working sensible creative young PR people out there, it is certainly unfortunate I have not met them yet. As a retired business manager (age 33yrs) I would rather shoot myself in the bum than hire any of these people, perhaps someone can put me right and tell me what characteristics they feel make a great PR person?
December 3, 2008 at 5:10 pm #
From a client’s perspective, I can say that PR in its traditional definition really doesn’t speak to my market (outdoor sports). I doubt many aspiring mountain bike racers read press releases, but they sure do light it up on blogs, social networks, YouTube and other social media channels. Public Relations should give way to Personal Relationships.
December 3, 2008 at 5:15 pm #
Darwin was right. Only today, it’s more about the ’survival of the fastest.’ Those in PR who aren’t changing their practice habits fast enough will succumb to their own ignorance. It won’t take long before the PR industry corrects (not redefines or reinvents) itself. That might also mean it gets worse before it gets better.
It’s important to bear in mind that PR and publicity are STILL to very different things. I’ve spoken with several members of the media who lump proper PR professionals together with publicists, and while parallel lines can be drawn between the practices, the individuals and their organizations suffer because of the misconstrued roles.
Now, as consensus agrees that PR needs to evolve, defining the role isn’t an end goal, but better defining the message from the top down, is.
December 4, 2008 at 12:03 am #
I think the problem with PR is it has allowed itself to be defined by a very small part of what it is – writing releases, schmoozing reporters, pitching stories. And that diminishes the real value a good PR practitioner can provide.
Some 15 years ago, as a young PR guy, I sat in a Ragan conference and was told that PR people should be first and foremost advisors to the company and more specifically, the CEO. They should represent the voice of the “public” to the company as they make decisions about their products, services, policies and actions. But I think that rarely happens.
One needs only to look at the automakers’ CEOs flying to DC on private jets. A good PR person should have had the ear of the CEOs, telling them, “guys, maybe you should drive.”
That’s an extreme example and more related to corporate PR, but I think it’s instructive for agencies, small company PR departments, etc. A good PR person might be able to prevent an ill-advised ad campaign, for example.
There are other things PR as an industry needs to do, but (re)claiming the role as advisor and counsel ought to be up there.
December 4, 2008 at 8:43 am #
These are all very great comments. Please! Keep them coming. Thank you all for sharing. I will be posting my perspective later today.