I was reading a good book about the new rules of PR and Marketing last weekend, and it made me think how much the IMC field has evolved in less than five years. It made me a little sad that the science/art/business of PR has to play by new rules in order to be strategic. Most of all, I am sad because the lines between PR / Marketing / Advertising are once again blurred… even though we were so close to understanding their key differences. However, reality is now, and I find that the new rules for PR success are not unreasonable. Below are some that have stood out in my mind from my readings, and from my own experience so far:
- PR pros no longer pitch exclusively to media. The direct-to-consumer communication takeover is fueled by social media, taking up most of PR practitioners’ time and effort.
- Press releases aren’t dead; they are completely redefined as something similar to ”consumer releases.”
- The one-hit PR wonder on the Today Show, Oprah, TIME is pretty much a thing of the past. The trend of pitching to bloggers with SEO loaded text and the idea of offering up constant news in the online world is becoming more appealing for many companies. While everyone would love to have a Newsweek editorial endorsement, companies find it more strategic to appear in multiple (albeit lesser known) outlets where SEO is key.
- PR folks are changing their lingo. Terms such as fact sheet, media advisory, and broll are not necessarily common terms for everyone. The language of a “consumer release” is different than the structure of a traditional press release.
- Social media etiquette. All users should have this, but PR people should set the example as communication professionals. Uploading high-quality content that addresses the message well, while be open to comments and feeback is important.
There are other new rules and subrules to follow as we bypass the media filter and talk directly to consumers these days. These new rules are taking over quickly, and drastically changing the way we practiced in our field. If you are a PR person out there, I’m interested in hearing how you think this will affect your career.
Here’s my question: Do you still want to be in PR now that we’re asked to essentially morph into direct marketers, who happen to possess great writing skills, just so that we can publicize SEO content to users? Since everyone can become a journalist these days, how does that affect your practice, and will that also mean that everyone can become a self-proclaimed PR person? Has that already happened? Do your skills help you stand out in PR, or are you feeling the urge to reinvent yourself within the field?