Wednesday, September 03, 2008

PR in the Flat World

Digitization and advances in communications have removed many of the barriers to communication.  This is causing changes in industries, like PR, which were built upon their skill at access.

In this new digitized paradigm, there are no gatekeepers – if you know the journalist’s phone number you can talk to them.  They may not listen to you, but then they couldn’t have read every press release that was faxed to them either.   Nor is it hard to socialize with the media – most news sites have places where you can comment on their articles and very often, if the response is valid, the journalist will respond to your comment and you can commence a dialogue.  Many journalists run blogs, and hang out on Facebook.  All this is making the old, treasured tools of PR redundant, as the table below shows:

Table 1: Transformation of PR tools in the new media

As this trend continues, PR mavens have to provide more than information.  They have to provide insight.  And that is going to be far more difficult, and from a client perspective, expensive.  I predict a lot of changes in the way this industry will transform itself.


manuscrypts said...

i think that with conversations bound to happen anywhere, PR needs to be able to keep track, grade them in terms of relevance/importance, and then be able to 'handle' it correctly.. lots of interesting disussions here -

Jessie Paul said...

Manuscrypt - PR can do a lot in facilitation, I agree. i liked the chrisbrogan site.