Not to beat a dead horse (again), but newspapers are living through the “unthinkable scenario” where the future is uncertain. These unprecedented changes have raised a number of questions, some philosophical, others not so much. For PR pros, the question asked is more practical, do you want to keep your job?
As I write this, the New York Times – which itself is struggling to pay off its own debt – reported that the Sun-Times Media Group, which publishes the Chicago Sun-Times and operates 58 others, filed for bankruptcy protection. I’m not going to lie, I’m still horrified when I hear this type of news, but I’m becoming more desensitized to the situation. I think we all are. However, that doesn’t negate the fact that times are changing, industries are being restructured and the need to grow professionally is more important than ever.
Digital technology has changed the relationship between journalism and newspapers, but it also has changed the relationship between PR and journalism. The media skills to successfully compete yesterday, although still important, are not enough in today’s digital world. Brian Solis and Deirdre Breakenridge said it best in their new book, Putting the Public Back in Public Relations (I haven’t read it in full, but so far so good):
Social Media is powerful. It is not only changing ‘the game,’ it is also inspiring everyone across every marketing discipline to evolve or quickly become victims of media ‘survival of the fittest.’ Some professionals will make it; some won’t. Others will get mired in researching ROI and reasons to justify whether there’s a business case to participate. Others will waste time questioning the viability of Social Media and the need to reform, while simultaneously the world advances around them. Unfortunately, the outcome will be the gradual obsolescence of many marketing departments and advertising and PR teams.
What does this mean for those in PR? Individuals need to internalize the urgency of the day and make personal investments to develop the skills necessary to compete in an ever-growing digital, participatory world. Otherwise, you risk becoming obsolete and in need of a new job.
Chris Rottler, Digital Strategist & Account Executive
Tags: Brain Solis, Deirdre Breakenridge, Sun-Times Media Group
It seems PR firms are in a difficult position of knowing (well, most know) the road ahead is different, but having clients that may not.
Clients hate risk. How do you illustrate the opportunity costs (risk) of not taking the new road?
BTW, check your Brian/Brain tag.
I agree, PR firms are definitely in a difficult position, balancing what they know with the comfort level of their clients.
The focus for this post, though, is on the need for individual PR pros to make the extra effort/investment to really embed themselves and understand the new space, how to navigate it, and ultimately provide real value to clients (which isn’t always the case, from what I see in the industry).
To answer your question (broadly), there are many ways to illustrate the risks/benefits of participating vs. doing nothing. It really depends on who you’re speaking to. The path you choose depends on a true understanding of your clients’ objectives/needs, as well as their fears. There is always a balance to strike and a case to be made (and different levels of engagement that you can recommend based on that), but you also need to be prepared to get shut down.
Simply, though, it’s showing your clients that the risk of not participating is far worse than delving into the mix. Would they rather be participating in the conversation or allow millions who may or may not care about their brand to talk for them? Usually it’s the former. Hope that helps.
I don’t really agree with the conclusions you (and many other PR firms) are making with posts like this.
First, you are seem to be making a connection between “social media” and the demise of
newspapers. This is at best a weak argument. Newspapers are losing audience to all of the Internet, not just “social media”. I would guess most people get online news through traditional news portals or news aggregators, not through Facebook.
Second, newspapers have had issues long before Twitter became popular and mainstream.
Third, “social media” will be an important component to many programs, but it is not at all a cure-all. This is where many PR companies are missing the mark, maybe in a state of panic.
Television still trumps all other outlets for news and information and no “new media” will threaten that anytime soon.
Regarding the point you quoted from the book, I agree that some departments are in danger of becoming obsolete, but not just because they can’t use Twitter.
The one thing in the quote from the book that I think is rubbish is this: “Others will get mired in researching ROI and reasons to justify whether there’s a business case to participate.” Is anyone paying attention to what is going on in the economy? ROI from a client perspective is more important than ever and will continue to be so.
This, and many other blogs, don’t talk to me about is the economic conditions and what can be done in challenging times. What traditional programs will still work? What do I need to be doing in the Offline World? Many firms make a huge mistake and continually lecture about how I
need to be “blogging” or doing this or that. Can you tell me why I would need a PR company to do this? Why can’t my own junior staff, who has as much experience online as most PR “experts” provide me the same service? I see PR companies who have no more experience than anyone else trying to collect a premium for these services.
PR companies need to talk to me about how to navigate tough times and how their company is evolving can coming up with new strategies to adapt today and tomorrow, in all worlds, not just a “social media” space. Tell me how you are adapting and developing new strategies beyond the similar types of “social media will save you” posts that everyone is touting.
To PRWatcher,
Thanks for the thoughtful post, I really do appreciate it. I think I should clarify what Solis, Breakenridge and I mean as “social media.” It’s not just Facebook and Twitter, it’s anything that uses the Internet to facilitate conversations and share content. The onset of participatory (citizen) journalism, and as you pointed out, the economy, has played a role in the situation that newspapers are in (not the only factors, as you said, but important ones).
This post is focused on the individual, i.e., the need for PR professionals to expand their toolset to bring value to clients. Yes, traditional media is and will be important, but PR pros cannot ignore the digital space (social or not) if we want to help clients adapt to an environment that is changing every day. Thanks again for the great discussion!