I can across this while researching my Masters thesis.
“But now I must warn you: Many people who adhere to the old rules will fight you on this strategy. If you are a marketing professional who wants to reach your buyers directly, you will likely encounter resistance from corporate communications people. PR folks will get resistance from their agencies. They’ll say the old rules are still in play. They’ll say you have to focus on ‘the four Ps’. They’ll say you need to talk only about your products. They’ll say that the media is the only way to tell your story and that you can use press releases only to reach journalists, not your buyers directly. They’ll say that bloggers are geeks in pajamas who don’t matter.”
I know the blogger mention does narrow this, but when do you think this was published? The term blog was first used in 1997 and by 2002, blogs were mainstream in political communications (ref). Look at the rest of the quote. When was the last time you heard a corporate communicator refuse to define an audience? I first formally studied marketing in 1994 and already the 4 Ps were losing favor. And journalists and print media have been encountering reduced circulation for years.
So, when was this published? This quote is from The New Rules of Marketing & PR by David Meerman Scott, published in 2007 – only three years ago. From those attitudes, I expected it to be from the early 2000s at the latest, by someone who has just discovered the internet (remember introducing your grandparents the net?).
Luckily, this pessimistic, out-dated view is perfect for my thesis on communications barriers.
I’m sure every PR or comms person is teased for their quirks. I know I am. From this though, I now know I’m not alone. I felt like someone was making a site of my life when I read this list of signs of a PR student.
Read, giggle and share.
I know Twitter etiquette says we should follow those who follow us, but is that the best use of Twitter and your time? I have many people who want to hear from me, but I don’t wish to return the favor. Sure, you can show me how to spam people to get thousands of followers, but I prefer quality over quantity. So what should you do to convince me to follow you? 1. Be Relevant Have a look at my Tweets and who I am. Am I in your target audience? Will your Tweets benefit me? I have hundreds of Tweets presented to me daily. I don’t want rubbish cluttering my feed so you get an extra follower. 2. Be Genuine Add personality to your Tweets. I don’t care if you’re repeating your company messages, just make sure we know you’re a real person. 3. Engage with Me Twitter is a public relations tool. So remember it’s all about building relationships, personal and business. Join in conversations and if you see a Tweet your followers may enjoy – share it. Now you know how to get my attention – follow me. I may just follow you back.
Isn’t it really frustrating working on a secret project? You need to tell some people so you can make the project a success, but in a way so others won’t find out.I was profiled this week and posting about it would be the expected thing to do (plus, I was a little honoured). But, then my secret project wouldn’t be a secret project anymore.You’ll have to wait until February to find out.
Tonight I was lucky to attend a workshop by Mark Weiner, author of Unleashing the Power of PR. It was a great, practical presentation and I did take lots of notes.One thing stood out though. On his very first slide, Mark stated the “language” differences between business and PR. How many CEOs would know what you mean if you said clutter or buzz?Later when he was describing how to measure the return on investment for PR campaigns I scribbled a note “elasticity of demand” to explain his concept. It got me thinking: how many people in the workshop tonight would understand the term elasticity of demand? Describe the concept and they’d be fine but not by using the terminology. This lack of business knowledge is a weakness in Australian PR. We have some great communicators and PR practitioners but can they hold their own with the rest of the board table?So, if your sole qualifications are communications and PR, get out there and do an MBA or read up on what some entrepreneurs have done to make it. If you don’t, your company will forever see you as only a cost centre.