We all know MSM is in trouble and has been for some time. And because of that, many outlets are experimenting with innovative ways to reinvent themselves. This isn’t new. But it was reinforced recently at MESH11.
Emily Bell, formerly of the Guardian and now director of the Tow Center for Digital Journalism at Columbia University, says media has been shaken, turned and dropped from 30,000 feet and the new media landscape will comprise low revenue streams, low profitability and smaller organizations. Huffington Post’s social media manager, Rob Fishman, claims that because information is no longer scarce, content becomes more about value than cost.
We accept that media is changing (has changed) irrevocably and the pay wall is not a fortress they can hide behind.
Which got me thinking: what does that mean for PR?
Our industry has been inextricably tied to media since it began. Media relations, er publicity, is all about making news – or trying to – and our relationship with the fourth estate has often been on shaky ground.
Flash forward to 2011. Agencies are adapting but overall the PR model hasn’t changed that much. And if we look in a mirror without rose-spun light, isn’t publicist the image we see?
That’s fine, really. Except publicity doesn’t mean engagement.
I believe it’s time to reinvent PR. Of course, that’s easier said than done. Especially since the shift must begin with the industry’s leadership. Too many PR leaders are grudging accepters of social media. They started out as naysayers and gradually adjusted their position, but they never embraced the change.
I’m going to challenge my esteemed senior PR colleagues to step out or our comfort zone and take the plunge to collectively renew our profession. Here are five steps to get started:
- Decide if you want to continue along the same path, that is primarily doing publicity – OK, media relations. Nothing wrong with that. You may have to do some fine tuning along the way, but good luck to you.
- Otherwise, stop griping and saying you don’t believe in social networks or that Twitter thing. The world’s changed, admit you don’t have all the answers, that tried isn’t necessarily true and the way things used to be is no longer the way things are.
- Then learn the vernacular so you can avoid out-of-it-parent-syndrome. It took me about six months to get comfortable saying ‘I tweeted that’. It’s painful to listen to grown-ups misusing a new expression. Not too long ago, I heard an agency head say how her firm started using Yammer and she’s been yammering up a storm. She knew the words but didn’t understand what they meant.
- Become a junior again and open your mind to new possibilities. Take time to actually play with the tools and experience how close community is to communicate. You won’t find most of what you need in a text book, it’s DIY. Also, attend social media events like Third Tuesday Toronto. It always amazes me how few PR leaders show up.
- Once you put in the hours (and they’re non-billable :)) to learn, analyse and understand the tools, harness your creative energy and strategic mind to reimagine the future. Take some risks. Adapt.
Sure, it’s not going to happen overnight. And it has to emanate from the top and spread to all facets of the industry.
It’s time to stop paying lip service and start putting our money where our relationships should be. We have an opportunity to re-fashion and re-build the foundation and perception of PR.
What do you think? Is PR doomed because our leaders are too set in their ways? Or can we, like the media and many other industries, adapt? And while you’re pondering, check out Deirdre Breakenridge’s innovative ideas.
Thanks Gini and Adam. Gini, you know I agree with you 100%. We’ve got to learn that new skill set – which includes being more visual in the way we tell stories and not just relying on words…
I sense a well of bitterness in this post. Not too happy with a few people in the PR industry?
PR has been changing for a while now and the new models of two- way communication and engagement have become essential as a result of the freedom of information, the exponential growth of word-of-mouth and increased corporate accountability
The way that I see it is that the longer the PR traditionalists wait to adapt, the more of a shock they’re going to get when the old methods become completely redundant.
Thanks Scott. I think you sense right – though it’s more of a frustration that things aren’t moving as quickly as I’d like.
Great post. The worlds of owned, paid and earned media are starting to collide, faster and faster, at a rate approaching exponential change. Couldn’t agree more with Gini that results need to get closer to marketing and “how did this program help us sell our products” vs. the media impressions and overall awareness from any program.
Great post Martin.
I don’t think PR is doomed. And, as a recent graduate, I would hope not.
Here is why PR is not doomed. Although some leaders may kick and scream and refuse to change, the new generation of PR practitioners are being born as we speak.
I studied public relations when I was in college, shout out to Algonquin College. The definition of PR that was given to us was as follows:
PR is the two way communications between an organization and its audience.
Repeat: two way communication. Translation: engagement!
My generation of PR practitioners is groomed to understand that PR is not a one way push of information. We were taught that to properly communicate a message we need to listen MORE than we communication/push out our message.
So don’t lose faith. Let those PR practitioners pout and refuse to eat their vegetables (i.e. adapt to social media), because guess what, the new and improved PR practitioners are on their way… and they LOVE veggies!
Thanks Kristine. You bring up a great point when you say the younger practitioners are steering the profession in the right direction of change. I hope that some of the senior folks at some organizations (and they know who they are…) start to listen and adapt so the profession can truly evolve…Good thing I enjoy those vegetables…
As you well now, I believe that if our industry doesn’t adapt to all of these changes fairly quickly, we’ll die. PR professionals should get some marketing skills. They need to understand pricing and lead generation and sales. They need to understand how their results truly affect PROFIT and measure to it. Until we’re willing to stop talk about media relations and impressions and advertising equivalency, we’ll be beat.
I’d be worried more about how social channels are being used by other disciplines to effectively add a PR layer to their programs. Check out the winners in the PR category at the Cannes Lions. Ad agencies dominated for the second year.
Interesting point, Dave. Ad agencies seem to understand the way things are going – and are recruiting some smart PR folks. Time for all of PR to get in the game.