|By Fuat Kircaali||
|May 26, 2009 02:30 PM EDT||
The short answer is yes. In our estimation, roughly 70% of today's PR firms with their traditional public relations and communications business structures will not survive the fast-approaching social media avalanche. The remaining 30% that need to reinvent their position real fast in their newly morphed industry will prosper, compared to where they were and what they were doing before.
For publicly traded companies, current rules dictate that information can be made public by a press release or by a telephone conference call but not simply on a website. Ninety percent of today's PR firms are still in business simply because of this single rule.
For the first time three years ago, in 2006, Sun Microsystems CEO Jonathan Schwartz asked the SEC to change this rule. Well, the new White House is already posting the President's weekly addresses to the nation on its website, completely bypassing the traditional media outlets and vehicles.
Today's PR firms are sitting ducks in the way of tomorrow's social media freight train. They will join the extinct species of dinosaurs right about the same time as newspapers and most print magazines.
When we launched Ulitzer's public beta roughly two months ago, our experience with the public relations firms can be categorized under the following three distinct groups.
1) PR firms who jumped at the opportunity and are using the Ulitzer platform on daily basis to post their clients' news and press releases. In this group of public relations firms we generally see traditional news distribution activity. They understand the platform and use it for effective news syndication. This group will eventually discover new and creative ways to utilize new social media tools.
2) Savvy PR firms who sign up their clients as authors and publish their bylined articles in addition to using Ulitzer's powerful news syndication features. These firms are the ones most likely to adapt and survive the fast-changing landscape of the new PR business.
3) PR firms who understand Ulitzer and are horrified by the idea that their clients may actually find out about it. I had a lengthy correspondence with the owner of a Silicon Valley technology PR company who told me he not only wanted to remove the story posted on Ulitzer but also remove it from Google News and other outbound syndicated news sites. This experience made me think that the founder and owner of this well-known public relations company did not even have a clue how the Internet worked. Now, these PR companies will be the first ones that will vanish with the wide acceptance and use of social media platforms such as Ulitzer.
By the way, new social media tools do not mean Facebook, Twitter or LinkedIn. I am talking about the tools that do not exist yet or are not widely known today. Today's popular platforms will never pass the stage of mass spam tools; their non-existent effectiveness will be proven null before the end of this year.
Companies with the Largest Number of Professional Bloggers Will Win
Tomorrow's (and I mean tomorrow, not the next decade) marketing game will be played on professional corporate blogging platforms. The companies with the largest number of well-read and respected corporate bloggers will win the marketing and propaganda games. Larger companies will need larger armies of corporate bloggers. The new job description of "professional corporate blogger" will be a very popular one.
To be or not to be, that is the question for the PR firms that will hit the wall at this stage. The ones who are equipped to provide those services whose job descriptions are not yet defined will be tomorrow's brave new PR companies.
Other than that, the day the new SEC, under the White House 2.0 Obama administration, answers the question Jonathan Schwartz asked three years ago, will be the end for most PR companies.
|MarcieCasas 06/08/09 12:21:00 PM EDT|
I disagree strongly that PR is extinct. PR will never be extinct for the simple reason that PR is more than just news releases. It is strategic thinking at its best. Yes, social media has changed PR but it will in no way kill it. For any company engaging in social media, it is PR strategy that is driving the interaction. I wrote more about my viewpoint here.
|Loraine Antrim 06/04/09 08:38:01 AM EDT|
"Is PR Extinct, Yes." Hmmm. Not the most accurate title. Perhaps more accurate would be, "Is PR Evolving, Yes."
The new order of social media is like any other transformation in our communication process: some organizations will be early adopters, some will come along slowly and some will not make the transition.
PR IS adapting. The number of PR firms understanding the value of new web 2.0 technologies grows daily. Fuat, you had experience with such a small number of firms, it is truly faulty sampling and totally biased. Sorry that this small experience colored your thinking.
One thing I know about PR, no matter what the medium, if the message is relevant and compelling, it will resonate, whether thru more traditional channels or thru newer vehicles. I do believe based on what I have seen in PR, the industry is not only joining the conversation, it will eventually influence it. Loraine Antrim
|aaronschoenherr 05/27/09 02:49:00 PM EDT|
Full disclosure: I co-manage a national PR firm, Greentarget, that my partner and I started 5 years ago. Obviously I’m biased here because if Kircaali is correct, I’m going to need to find another way to pay for my kids’ college tuition.
I was intrigued with your position here right up until paragraph 5 where you start your pitch on why Ulitzer will change the world. I’ll admit that I wasn’t familiar with Ulitzer until now and will save my comments on the site except to say that it looks and feels exactly the way you’d expect from a site that boasts 6,000 authors.
Your premise, that 90 percent of today’s PR firms are in business simply because SEC rules dictate that publicly traded companies must communicate information via press release, is ridiculous. Firms whose business model depended heavily on earnings releases faded long before 2006. But there are many firms still in existence who have developed strong businesses and brands focused on helping publicly traded companies communicate strategically and effectively with investors, analysts, etc. It’s the difference between a commoditized service (blasting releases out because SEC rules require it) and a strategic one. Pretty simple, really.
Your second premise, that PR firms are “sitting ducks in the way of the social media freight train” is also completely off base. I’ll set aside your ridiculous method for evaluating firms based on their knowledge of and use of your own service, and instead focus on the larger issue. The prevalence and increased use of social media networks has created even stronger demand for public relations firms who are able to advise these clients on effective and credible use of these tools. Social media networks have increased the amount of white noise. They’ve also made it easier for companies to make very public and embarrassing missteps. All of this results in greater demand for a PR firm’s services.
It’s a growth industry for PR firms, not a threat to their livelihood.
Your third premise, that the most successful corporations will be the ones who hire the most professional bloggers, misses the point completely. It’s not about volume and who can broadcast the most, it’s about the quality of the message, whether it’s being received, how it’s being processed and the impact on an organization’s bottom line.
These factors depend on an authentic, credible dialogue initiated by organizations in a targeted, strategic manner that can be measured, evaluated and adapted as necessary. An army of corporate bloggers achieves none of this.
Your rudimentary understanding of the profession has resulted in an article that is full of holes. Am I being harsh? Maybe. I’d argue that the headline you chose for this article warrants a strong response.
While I’m on the topic of authenticity and credibility, the Ulitzer site has a very provocative and interesting quote: “In five years TIME, Harvard Business Review, Scientific American, and Condé Nast Traveler will be replaced by Ulitzer.” What’s interesting about this quote is that there’s no attribution. It begs the question “According to who?” This is exactly my point.
By the way, it looks like you could use a PR firm of your own:
Aaron R. Schoenherr
|sflachuck 05/27/09 10:53:42 AM EDT|
I agree that PR professionals who are not actively engage in social media and new technologies will not survive. I also believe the fall of traditional media will accelerate as well. The communications industry has basically evolved overnight. The greatest challenge for PR firms will be placing value on social media work that has basically over-simplified the business of communication and relationship building. I predict an increase in the need for professionals who can handle crisis matters, public affairs campaigns and issues management since those fall outside of "basic" PR.
|DougPoretz 05/27/09 10:06:12 AM EDT|
I've been predicting the death of the PR business for a long time -- see my December 2008 predictions for the PR business here: http://tinyurl.com/pegfhd
But at the same time, I think the ad business will also die. I believe the entire communications business is in the midst of a largely misunderstood revolution. But the biggest issue isn't "new media" or technology, or even shrinking budgets, etc. It is the current business model -- my thoughts on that are here: http://tinyurl.com/dk8ked
|arthuryann 05/27/09 09:42:07 AM EDT|
The public relations industry has been reading about its demise at the hands of social media for about a year and a half now. We've all see what Scoble, Arrington, Calacanis and now, Kircaali (who mistakenly believes that publicity = public relations, while promoting his as the industry-killing app), have said.
The fact is, public relations isn't declining at the hands of social media; it's gaining, and will continue to gain.
Don Wright, Ph.D., APR, Fellow PRSA, who is a professor of public relations at Boston College and editor of PRSA's peer-reviewed PR Journal, estimates that approximately 70 percent of all social media programs are being driven by public relations professionals.
Here are 10 reasons why:
1. Social media puts the consumer in control, and public relations professionals are accustomed to operating in an environment that cedes control to others.
2. Public relations has always been about engaging with key audiences to establish mutually beneficial relationships.
3. Public relations is a two-way discipline. It disseminates information about an organization and brings back information for analysis and response.
4. Like all the different forms of traditional media — television, radio, newspaper, magazines — social media is a conduit to engage audiences and build relationships. It's not about the technology, it's about the people who use it.
5. The decline of traditional media is encouraging public relations professionals to identify new means of engaging audiences and "earning" new media.
6. Public relations is a content-creation discipline. The written word, certainly, but also photos, audio and video, which are expected with online engagement.
7. In an environment where information moves at tremendous speed, public relations is one marketing and communications discipline that can keep pace.
8. For a medium built on authenticity and the ability to trust "people like me," public relations is a builder of trust and keeper of the corporate conscious. We speak in a credible voice, while adhering to ethical communications principles.
9. Public relations educators are some of the leading sources of social media research.
As for number 10., I'll just cite Edward R. Murrow, who may have said it best: "The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and in the end the communicator will be confronted with the old problem, of what to say and how to say it."
Arthur Yann is vice president of public relations for the Public Relations Society of America (PRSA).
|megfly 05/27/09 09:02:32 AM EDT|
Interesting conclusion, I applaud your research. But I believe your PR analysis is missing a key component: strategy. PR firms, at least most successful ones today, are not just about releasing press releases and building relationships with media members. Strategy is one of the best key components to successful PR campaigns.
What does it look like when you have access to cloud infrastructure and platform under the same roof? Let’s talk about the different layers of Technology as a Service: who cares, what runs where, and how does it all fit together. In his session at 18th Cloud Expo, Phil Jackson, Lead Technology Evangelist at SoftLayer, an IBM company, spoke about the picture being painted by IBM Cloud and how the tools being crafted can help fill the gaps in your IT infrastructure.
Sep. 30, 2016 09:15 AM EDT Reads: 3,020
SYS-CON Events announced today the Enterprise IoT Bootcamp, being held November 1-2, 2016, in conjunction with 19th Cloud Expo | @ThingsExpo at the Santa Clara Convention Center in Santa Clara, CA. Combined with real-world scenarios and use cases, the Enterprise IoT Bootcamp is not just based on presentations but with hands-on demos and detailed walkthroughs. We will introduce you to a variety of real world use cases prototyped using Arduino, Raspberry Pi, BeagleBone, Spark, and Intel Edison. Y...
Sep. 30, 2016 09:15 AM EDT Reads: 3,045
Why do your mobile transformations need to happen today? Mobile is the strategy that enterprise transformation centers on to drive customer engagement. In his general session at @ThingsExpo, Roger Woods, Director, Mobile Product & Strategy – Adobe Marketing Cloud, covered key IoT and mobile trends that are forcing mobile transformation, key components of a solid mobile strategy and explored how brands are effectively driving mobile change throughout the enterprise.
Sep. 30, 2016 08:45 AM EDT Reads: 112
19th Cloud Expo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterpri...
Sep. 30, 2016 08:45 AM EDT Reads: 4,473
Fact is, enterprises have significant legacy voice infrastructure that’s costly to replace with pure IP solutions. How can we bring this analog infrastructure into our shiny new cloud applications? There are proven methods to bind both legacy voice applications and traditional PSTN audio into cloud-based applications and services at a carrier scale. Some of the most successful implementations leverage WebRTC, WebSockets, SIP and other open source technologies. In his session at @ThingsExpo, Da...
Sep. 30, 2016 08:15 AM EDT Reads: 1,704
If you had a chance to enter on the ground level of the largest e-commerce market in the world – would you? China is the world’s most populated country with the second largest economy and the world’s fastest growing market. It is estimated that by 2018 the Chinese market will be reaching over $30 billion in gaming revenue alone. Admittedly for a foreign company, doing business in China can be challenging. Often changing laws, administrative regulations and the often inscrutable Chinese Interne...
Sep. 30, 2016 08:15 AM EDT Reads: 554
An IoT product’s log files speak volumes about what’s happening with your products in the field, pinpointing current and potential issues, and enabling you to predict failures and save millions of dollars in inventory. But until recently, no one knew how to listen. In his session at @ThingsExpo, Dan Gettens, Chief Research Officer at OnProcess, will discuss recent research by Massachusetts Institute of Technology and OnProcess Technology, where MIT created a new, breakthrough analytics model f...
Sep. 30, 2016 08:00 AM EDT Reads: 2,167
Personalization has long been the holy grail of marketing. Simply stated, communicate the most relevant offer to the right person and you will increase sales. To achieve this, you must understand the individual. Consequently, digital marketers developed many ways to gather and leverage customer information to deliver targeted experiences. In his session at @ThingsExpo, Lou Casal, Founder and Principal Consultant at Practicala, discussed how the Internet of Things (IoT) has accelerated our abil...
Sep. 30, 2016 08:00 AM EDT Reads: 2,821
24Notion is full-service global creative digital marketing, technology and lifestyle agency that combines strategic ideas with customized tactical execution. With a broad understand of the art of traditional marketing, new media, communications and social influence, 24Notion uniquely understands how to connect your brand strategy with the right consumer. 24Notion ranked #12 on Corporate Social Responsibility - Book of List.
Sep. 30, 2016 08:00 AM EDT Reads: 151
Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is expected in the amount of information being processed, managed, analyzed, and acted upon by enterprise IT. This amazing is not part of some distant future - it is happening today. One report shows a 650% increase in enterprise data by 2020. Other estimates are even higher....
Sep. 30, 2016 08:00 AM EDT Reads: 4,220
Adobe is changing the world though digital experiences. Adobe helps customers develop and deliver high-impact experiences that differentiate brands, build loyalty, and drive revenue across every screen, including smartphones, computers, tablets and TVs. Adobe content solutions are used daily by millions of companies worldwide-from publishers and broadcasters, to enterprises, marketing agencies and household-name brands. Building on its established design leadership, Adobe enables customers not o...
Sep. 30, 2016 07:30 AM EDT Reads: 190
Everyone knows that truly innovative companies learn as they go along, pushing boundaries in response to market changes and demands. What's more of a mystery is how to balance innovation on a fresh platform built from scratch with the legacy tech stack, product suite and customers that continue to serve as the business' foundation. In his General Session at 19th Cloud Expo, Michael Chambliss, Head of Engineering at ReadyTalk, will discuss why and how ReadyTalk diverted from healthy revenue an...
Sep. 30, 2016 07:15 AM EDT Reads: 2,246
Cognitive Computing is becoming the foundation for a new generation of solutions that have the potential to transform business. Unlike traditional approaches to building solutions, a cognitive computing approach allows the data to help determine the way applications are designed. This contrasts with conventional software development that begins with defining logic based on the current way a business operates. In her session at 18th Cloud Expo, Judith S. Hurwitz, President and CEO of Hurwitz & ...
Sep. 30, 2016 07:15 AM EDT Reads: 3,274
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform and how we integrate our thinking to solve complicated problems. In his session at 19th Cloud Expo, Craig Sproule, CEO of Metavine, will demonstrate how to move beyond today's coding paradigm ...
Sep. 30, 2016 07:00 AM EDT Reads: 3,468
The Transparent Cloud-computing Consortium (abbreviation: T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data processing High speed and high quality networks, and dramatic improvements in computer processing capabilities, have greatly changed the nature of applications and made the storing and processing of data on the network commonplace.
Sep. 30, 2016 06:00 AM EDT Reads: 1,267
Digital transformation is too big and important for our future success to not understand the rules that apply to it. The first three rules for winning in this age of hyper-digital transformation are: Advantages in speed, analytics and operational tempos must be captured by implementing an optimized information logistics system (OILS) Real-time operational tempos (IT, people and business processes) must be achieved Businesses that can "analyze data and act and with speed" will dominate those t...
Sep. 30, 2016 05:30 AM EDT Reads: 1,284
Almost two-thirds of companies either have or soon will have IoT as the backbone of their business in 2016. However, IoT is far more complex than most firms expected. How can you not get trapped in the pitfalls? In his session at @ThingsExpo, Tony Shan, a renowned visionary and thought leader, will introduce a holistic method of IoTification, which is the process of IoTifying the existing technology and business models to adopt and leverage IoT. He will drill down to the components in this fra...
Sep. 30, 2016 05:00 AM EDT Reads: 1,894
As ridesharing competitors and enhanced services increase, notable changes are occurring in the transportation model. Despite the cost-effective means and flexibility of ridesharing, both drivers and users will need to be aware of the connected environment and how it will impact the ridesharing experience. In his session at @ThingsExpo, Timothy Evavold, Executive Director Automotive at Covisint, will discuss key challenges and solutions to powering a ride sharing and/or multimodal model in the a...
Sep. 30, 2016 04:45 AM EDT Reads: 683
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo Silicon Valley Call for Papers is now open.
Sep. 30, 2016 04:45 AM EDT Reads: 4,730
I'm a lonely sensor. I spend all day telling the world how I'm feeling, but none of the other sensors seem to care. I want to be connected. I want to build relationships with other sensors to be more useful for my human. I want my human to understand that when my friends next door are too hot for a while, I'll soon be flaming. And when all my friends go outside without me, I may be left behind. Don't just log my data; use the relationship graph. In his session at @ThingsExpo, Ryan Boyd, Engi...
Sep. 30, 2016 04:45 AM EDT Reads: 1,411