The opportunity for PR.
I wholeheartedly agree with Brian on this topic, but these days, asking some PR folks to maintain or uphold the very basic tenets of the practice is like asking a monkey to focus on where he’s flinging his feces. Embargo-killing won’t create change, but it’s yet another catalyst for conversation on the topic.
I’m not in favor of trying to change a failing PR industry. I am in favor of a Darwinian evolution of PR. If media changes, then the publicists that chase that media will be forced to evolve. As I’ve said before in regards to the PR industry evolution, it’s almost a “survival of the fastest” - because the social web requires a dedicated (and skilled) human workforce that will be measured against new statistics. Those who are most talented in human engagement and true conversation will succeed.
This story of a PR veteran forced a realization that experience and tenure have absolutely no bearing on human interaction. Now, like Brian says, the pitching process “must become humanized once again.” This is a simple matter of salesmanship. Anybody know what the first, and most important, part of a sales career is? (it’s relationships). Creating, maintaining and making new relationships. When better has there ever been an opportunity for a PR professional than right now, with this exploding social web?
But, still, take caution.
There are NO shortcuts and NO tricks that will properly and accurately gain your client favorable public image. You can tweet all day long, post to the blog, blast emails and publish as many youtube videos as long as you’ve got the bandwidth, but eventually the rubber meets the road at sales results. So, if you’re a flack, bill those hours while you can, because the new rules of PR will continue to change.
