May
So shall I
Andrew Berthoff
Last night I moderated a session for public relations professionals entitled “Make Traditional PR Methods Work for Your Online Strategy.” A crowd of maybe 40 people attended, comprising young and not-so-young, corporate and agency workers, students and well entrenched careerists. The conversation very much focused on the topic du jour, social media, and, like social media itself, those at the event – including me and the panelists – seemed to be investigating the new rather than declaring what we know for sure.
I was struck particularly by several people wondering whether social media will bring an end to PR agencies. The notion seemed to be that credibility and veracity may well be chucked out the window now that everyone can be a published expert on any topic and join any conversation with any opinion.
In essence, Who needs a PR expert when people and businesses can communicate directly with the people and businesses they want to reach? If information is no longer vetted, edited and distilled, if a one-sided story is acceptable “journalism,” then who needs PR experts? We’re all experts!
We’ve seen this before. As panelist Mark LaVigne alluded to, whether it’s the Gutenberg press threatening the livelihoods of transcribing monks, or the wireless radio supplanting magazines, or television overtaking newspapers, or the World Wide Web crushing everything – it’s ultimately all about communicating.
And communicating is the business we’re in. Provided we understand the medium, then the message can be delivered. The newest media to understand is social, and as long as public relations practitioners embrace the new rather than trying to will it away, sound communications expertise and counsel will once again win out.
Good to hear there were voices of calm in the room. Also good to see our industry association fostering this discussion. Mark Lavigne is right that it is all about communicating. In addition, it is about communicating after listening, observing and engaging in discussion. Sometimes, it is also about moving at a very fast pace. These are all the skillset of the public relations profession and not so common at other types of marketing firms. We have every reason to think our profession will adapt and shine in this new age. And by the way, the traditional work we do is still the majority of what clients are valuing in 2009 and I suspect for many years to come. Welcome to the blended age of old, new and integrated. Bring it on.
Great post with a solid conclusion.
I think our profession will indeed “adapt and shine” in this new age because good PR is information-rich, and that’s what this new age is all about.
What a great post. I am a public relations student and I have heard my classmates voice this fear as well. Like you mentioned, I believe that when social media is properly understood, it can be a valuable tactic for public relations professionals. With the current economic climate and the decrease in media outlets, social media is a great (free) outlet to get key messages to the public.
I agree with what Mark LaVigne alluded to, people will always fear one thing taking over something else. I have most recently heard people arguing that public relations will take over journalism, but in my opinion, they work together. This same idea applies to public relations and social media. I do not think social media will be responsible for the fall of public relations. I believe social media will enhance the world of public relations by offering professionals an easier avenue to engage with the public and build relationships.