The writing was on the wall years ago, and it’s too late now for those that didn’t take action then. Public relations has had its day, advertising and marketing too, but that’s fine by me, so read on to find out why you shouldn’t care either.
In Britain social networks are more popular than news and magazine websites, and social networking is our favourite online activity. Yes, even ahead of pornography and shopping. Media, or more accurately progressive media, and the way in which it’s consumed, is now unrecognisable compared with half a decade ago. And anyone who’s heard about PR mogul Mark Borkowski’s new agency will know what that means for public relations.
After running his own firm for 24 years the revered publicist moved to set up Borkowski.do this summer. Employing professionals from a wide skillset brands are serviced with truly integrated campaigns that engage communities online, on the street, and through the media thanks to well strategised delivery of highly specialised content across all platforms, from Facebook to prime time TV.
Gollin Harris, another respected international PR firm, has also rejected traditionalism. Talented staff from varied backgrounds are now divided into four ‘communities’, each concentrating on a niche area of a client’s overall account; planning for the future, connecting with audiences, creating content or overseeing the integration of all three. And it’s likely new roles and job areas will be introduced in the future as demand grows for campaigns that require minds from even more disciplines.
Great storytelling has always been central to great public relations. But the difference is now there’s no telling what can happen once Joe Public gets his status updates into your carefully honed key messages. As such the emphasis must be placed not just on the context within which content is published or publicised, but also the consistency, creativity, and coherency of a message across all media, social, traditional or other. With that in mind, and a nod of respect to the old guard generalists, it’s time to embrace this specialist future of niche thinkers.
Because in an age where standing still always means falling behind it’s vitally important to understand that we’ve changed the way we think, the way we operate, and the skillset we require from our staff. The end result is that PR jobseekers should be increasingly aware that a degree in public relations may not be the best route to industry success. PR is dead, long live storytelling.
Rick
There’s no doubt that the landscape has changed and is continuing to change. The switched on PR practitioners – whether in-house, in-agency or freelance – have recognised this and have updated their skills and client advice accordingly.
However, there are dark corners of the B2B world where mainstream media still soldiers on, though it might now be peppered with additional types of content.
This means that a more traditional approach continues to have its place, at least for the time being. Yes, there has been a sudden departure of some B2B media from the printed format, but the core of what they provide to their readers/users remains text-based.
So, while PR people and their clients must be alive to the changes afoot, they mustn’t lose sight of those sectors where the communications revolution has yet to usurp the status quo.
Rick,
was a PR degree a necessary qualification at any point otehr than to get a first chance at an agency?
It seems the examples cited are trending rejigging / branding call it what you will – PR, B2B anyway, is about delivering targeted content through a variety of channels, be it traditional including broadcast, a blog, industry portal or any other way you can mention that is read, listened or watched by your audience.
The basic underlying element is brilliant content, without that the changes in delivery are immaterial – afterall search marketing without content is not a worthwhile pursuit
Rob
I might add that the Gollin Harris approach has the elements that good PR always had, the breakdown of roles is just divided up a little differently and with this model there are inherent problems as there are with any methodology
Like deja vu, all over again — see http://www.newstatesman.com/200301200018
As someone who works in the creative industries and is new to the service sector, I see that the internet and social networking have highlighted the restrictions PR companies have placed themselves. Many have not moved with the times, opting to work in house with inflated importance and stuffy attitudes. Metaphorically it’s like a writer in a smoking jacket, cigarette holder in hand puffing away while lying across the chaise lounge waiting for inspiration.
[...] dramatic in evaulting the future for PR, claiming that it will die or be replaced by something new. Rick Guttridge writes the obituary while looking forward to the next chapter – storytelling: Great storytelling has always been [...]