I just got back from NATPE where I was able to engage in new interesting discussions around the current state of media. It got my PR wheels turning again (finally) and I found myself re-visiting the BIG question Al Krueger posed in December:
What is my vision or definition of an evolved PR?
I realized two key things that make this big challenge a little easier to start tackling.
1) I’m not so sure I have a full grasp of what the true current definition of PR is in the broader market. I’m not talking PRSA’s description but the perception of what PR encompasses. I want to hear firsthand from people in all kinds of industries and all kinds of departments describe their definition of PR. Jennifer Leggio is assembling a massive report on what clients really want when it comes to PR that will be very informative. And I want to hear from people at PR agencies. What is your definition of PR if you look at your day to day job? Do they match? If not, why not? We first need to know where we are before we can figure out where we need to go and how to get there.
2) As I struggle to wrap my head around the question and all it’s implications and, sort out and coherently vocalize my thoughts around it, I have an upcoming opportunity that will help crystallize the answer.
I’m fortunate to work at a company that trusts me completely when it comes to PR. This allows me to go far beyond the role most PR people find themselves pigeon-holed into working in-house. I am part of the marketing team. There are 5 of us and that includes two for product marketing. We all sit together and work closely together. We communicate constantly and are creatively charged by one another. It’s a unique experience.
I figure the best way to work out what my definition of New PR is, is to capture it as I do it. Point to examples of what my PR practices really are. Maybe it will help some people and hopefully it will help me give Al the answer he’s been asking for.
What really makes this an interesting experiment for me is that I’m currently looking for a PR manager to come and work with me and be part of our communications powerhouse. Ideally I want someone younger (3-5 years.) Someone who isn’t too stuck in the PR routines that develop. Someone from a PR agency who has learned a strong organizational and tactical PR foundation and has strong instincts and takes pride in their craft. And through our experiences, as I indoctrinate this person into my version of PR, I’ll be able to better define it’s key characteristics.
I think it’s going to be fun. Now I just need to find the candidate who’s going to do it with me. Know anyone?
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PR people always face a challenge finding their place in the marketing mix .
When you look at the purchase process of both consumers and B-to-B buyers, many of the early customers seek out education on how to evaluate products plus detailed information about specific products. And, they do this without help from advertising to attract their attention to specific products. It’s PR people who provide this educational material and product information to a wide range of media outlets (including bloggers), who, in turn, modify it to fit their own editorial focus. What a challenge that is!
In addition, PR people are expected to lead the way in helping the company develop meaningful interactions and ongoing relationships with various publics. This is before those people interact with the company’s salespeople — whose job is to take over those relationships and close the deal.
Today, “social media marketing” adds several questions for PR, such as: How can we interact with individuals with the same cost efficiency that media provides? Can the company afford to move someone from a customer service desk working with paying customers to a Twitter desk to contact potential prospects?
The challenges for PR people grow as communications technologies grow, but the goal remains: help potential customers learn about how the company can help them solve a problem or improve the quality of their life.
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