I am having some interesting chats of late, via email, with a student at Westminster Uni, a contact through Richard Burton, ex-Editor of the Telegraph.
The conversation has revolved around PR pro's usage of the internet to their advantage. Whether they need to adapt their role to be more about information and, dare I say it, raw transparency rather than about traditional spin? So I have my own thoughts...
There is a distinct loss of control of PR (check out some of the PR Links on my site and you'll find plenty of conversation on the topic) through social media, self publication etc; YouTube, MySpace, Blogging, Second Life etc. Stories run 'out of control' through viral transmission...
How is that affecting the traditional role of PR?
I am sure that there are plenty of agencies & In-House PR teams that are set in traditional ways of operating, not to mention the individual PR pro's in a similar position.
There is a driving force of fear, fear of potential dillution of traditional PR practice, and what that means for the individual PR's role within the media mix, and what this ultimately means for job security. Something that Indigo Red (of whom I am a Director) as a company is keenly aware of.
I feel that, for PR as a profession to ride the wave and really address these changes in communication, PR has to be more fluid, within the context of the internet, self publication & social media. Inflexibility will not help, transparency is a key.
On matters of transparency;
Check out Borkowski PR - they did a YouTube video of their office move, very cool, I personally really liked both it, and how they'd used YouTube as a medium of communication. However there rages some controversy over how they got their viewer rankings so high, 20,000 odd viewings to date. Hats off to them for using YouTube but was their transparency a little clouded?
Second Life is coming to the forefront as a place to do business; Reuters, Dell, and other large corporates are investing real dollars, not just virtual money in this marketplace. I am sure you've heard of Text100, check this out for addressing the need to operate where the markets / conversations are, it's their Second Life presence. They were aiming to win a slice of SL action, and produced this as a pitch for covering SL's Global PR.
Enjoy and be challenged, to action!
Richard Burton
YouTube
MySpace
Second Life
Transparency
PR
Public Relations
Borkowski PR
Text 100
Reuters
Dell
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