Comments on: Is there really a place for traditional PR in today’s social web world?

By: Thomas Scott

Thomas Scott — Sun, 20 Sep 2009 18:22:27 +0000

Trust is paramount – I still think there are important shifts to PR that few seem to understand. PR is storytelling, not publicity or corporate messages dripped out. Junk in, junk out. The bar is significantly higher today for the quality of content than it was before and what worked with PR before might not translate today. A good story that maximizes the distribution channels gets amazing traction today and has the power to cut through the fog. Of all the people I work with in the franchise industry, I am amazed at how few PR folks even understand this shift.

By: awaldstein

awaldstein — Sun, 20 Sep 2009 15:53:03 +0000

Thomas, you’ve raised the point of “trust” that is also key. I had the good luck to build a massive open source community (www.trixbox.com) and learned early that honestly, transparency and talking to the community on their own terms is a ‘must do’ for communities of any kind. This basic truism has bubbled up into being one of the pillars of honest communications in a social web world.

By: Thomas Scott

Thomas Scott — Sun, 20 Sep 2009 12:27:27 +0000

I think you hit on what is most important in your post: being an excellent storyteller. PR has changed and anyone who tells you it hasn’t doesn’t know what they are talking about. Publicity is not what it used to be for a simple reason: Social Media changed the way people relate to a brand. Today, it is all about being trustworthy and worthy of mention and conversation. If you want anyone to talk about your company, you have to tell a story that is going to get people talking. VERY FEW releases from big PR firms hit the mark and I can’t remember when I encountered a really good campaign from an old line and established PR firm. There are lots of stellar innovators out there who understand the shift: higher frequency, sharper storytelling, wider distribution, less personal contact. Getting the conversation going (weather it is via social media or intriguing a reporter to write about you) requires trust. PR folks have zero trust and until they figure out that it is not who you know or have in your rolodex and how great a storyteller you are, they’ll keep shrinking.

By: awaldstein

awaldstein — Sun, 20 Sep 2009 01:06:11 +0000

Thnx David. I agree partly. Yes, touching people that matter is a good strategy but PR is about storytelling and social media has broadened the possibilities and the role of smart PR. I don’t see enough of it yet. Starting but still an exception.

By: David Olinger

David Olinger — Sat, 19 Sep 2009 19:35:43 +0000

All forms of communication, whether through marketing, public relations, and even basic journalism are evolving, but the basics are still the same. And the best form of PR is still going to be that personal touch. Social media has made the world smaller, allowing easier connection. However, nothing beats in-person contact, especially with more valued contacts/clients.