*Warning aspiration alert…
Much has been written about the new PR versus its more traditional practice; how the industry’s changing; what we need to do to adapt.
In many ways, the new PR strikes me as a conceptual cousin to the old PR. Now before you pummel me with a twitstorm of criticism, let me clarify: it’s similar if you go back to the essence of PR and its best practices, like two-way symmetric communications (aka conversations).
With MSM in a downward flux and the rise of social networking, there will come a time in the not so distant future when those two lines will cross. And we’ll need to rethink the way we communicate and not be so reliant on media relations as the core of our profession.
So with that in mind, here’s a quick list of what I think we should be:
– Relationship builders
– Creative content producers/distributors
– Reputation minders
And here’s what I hope we’re not:
– Direct mailers
– Loud mouthed BS’ers
The recession has sped up many changes that were already taking place. And just because clients are asking for the same things we did last year doesn’t mean we can dismiss the importance of social media.
I think now’s the time to gently lead our clients toward the future – not with the promise of ever shiny tools, but with our experience and insights, strategic counsel, data and case studies; and yes, trusting our gut.
But before we do that, we need to participate, to embrace social media and learn how to do it well. I’m not saying traditional PR is over, I say it’s time to welcome some new traditions.