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Yes PR is Changing – Get Used to It – It’s About Dialog + Collaboration = Transactions August 13, 2008

Posted by John in social media.
Tags: , , ,

There have been a number of posts today about the role of PR.  Some are saying that PR is dead.  I don’t think so.  I think PR is changing.

What is changing is the process of PR.  I mean the business process and the benefits of new strategies and tactics.  For example from this blog I can effectively monitor and have conversations that impact others – opinion leaders, subject matter experts, and mainstream press.   Hell why even hire a firm just sponsor a blogger.  Some bloggers are better than PR firms because they cut through the cutter to talk directly with their audience. Getting access to that audience is key rather than the standard PR tactic to manipulate the audience.  Just go direct.  Audiences are smart so trying to do a head fake on them will only hurt the brand and reputation of the company.  Bloggers offer a direct business model for PR firms.   For instance, if a company in tech wants access they can just sponsor my blog ($5k a month) and I can (in most cases) do more than a PR firm can do for them.

I’ve posted many times that what makes effective PR in the classic sense is becoming obsolete.  The new PR is a combination of automated and algorithmic social media.

There are many examples of this.  PR Firms are traditionally hired to monitor and represent companies.  Now companies and do that on their own or for alot less.  However, high impact PR 2.0 is more than about pitching and buzz it’s about relating to the public – hence public relations.  It’s about communications and collaboration.

Old way:  communicate out + no dialog (of offline dialog) = broadcast model (outdates and not compatible with the way the net is built)

New way:  communication out – a dialog or conversation + collaboration = opinion shaping or some sort of transaction (sales, influence, reputation, business deal, ..etc)

PR is becoming more about automation and a audience marketplace – the results are manufactured by PR firms but the market of users (a PR marketplace).  Call it conversational marketing or whatever but it’s different and PR is changing

PR 2.0 = communication + dialog + collaboration


1. Stardust Global Ventures » Technology blogging and public relations - August 13, 2008

[…] Added – For another great post on the subject, see John Furrier’s Yes PR is Changing – Get Used to It – It’s About Dialog + Collaboration = Transactions […]

2. PR Queen - August 13, 2008

Amazing post. Yes PR isn’t dead but changing. I really enjoyed Ken Camp’s post referenced in the trackback.

Keep this stuff coming.

3. Hanh Brown - August 15, 2008

Great info! This will set the direction for Web 3.0 as well! It is about synergy, communication and exchaning knowledge!

Thanks for the info!

Hanh Brown

4. Chapter 7 – Public relations management in organisations. | Allyjane1290's Blog - September 1, 2010

[…] in society emerge. I found this blog further discussing the changing role of public relations: https://podtech.wordpress.com/2008/08/13/yes-pr-is-changing-get-used-to-it-its-about-dialog-collabora… This entry was posted in Uncategorized. Bookmark the permalink. ← Chapter 9 – […]

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