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