Two Models of PR

PR 1.0 (traditional) vs. PR2.0 (modern)

I think,in traditional times media relations was considered as the main task of a PR practitioner. His/ her job was to enhance press coverage and create awareness. The perpetual thought enveloping our minds was tomorrow’s headlines. Will we make it or not? May be our task veered towards product promotion and mass targeting ( both debatable) using persuasion as a tool. And how many nights and days were (and still are) spent on press clipping analysis?

In PR 2.0 times the role has slightly shifted. We now have stakeholder communities that need to be constantly monitored. We have to worry about Google search ranking. Awareness has given way to acceptance in order to move towards sustainable success. We now are moving in the era of discussing issues rather than mere product promotion. Micro targeting is the buzz word and along with the press analysis we are doing attitudinal research. Persuasion is gradually changing to conversation.

Richard Bailey : Source

Book ref. PR 2.0 by Deirdre Breakenridge

I came across this You tube interview with Michael G. Cherenson, Executive VP Success Communications, who talks about the importance of new media for a PR practitioner.

New Media and PR

How do PR practitioners prepare themselves from this onslaught of internet? Should the practitioner start getting worried about this phenomenon and kind of look for other jobs as citizen journalists take the role of advocacy? (Sounds extreme, may be!!)

In our class we discussed the advent of new media and the role of PR. It was a relief to understand that new media/ social media(SM) may not pack us off hunting for jobs during recession!!!! And not anytime at all.

The reasons for not hitting the panic buttons are.

1. Media management serves as the mainstay of PR

2. PR has more than 100 years of history in traditional media.

3. Pitching story ideas to a journalist is a vital skill for a PR practitioner.

4. Third party endorsement differentiates PR from advertising. It helps in creating credibility.

The new media may actually be used as complimentary to the traditional media. PR practitioners can now connect directly with the consumer and create better and more effective campaigns. People/ customers discussing issues on blogs actually may give the PR practitioner an edge.

In order to achieve this edge, we no doubt, have to learn new skills to use social networking sites. What can be better for us than to read the thoughts of people and then masterfully react to them?

The underline principal is : we have to learn, accept and change.