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January 6, 2012
PR Becoming Digitally Driven
The Holmes Report offers one of the more extensive, compelling reviews we've seen on how and why PR is becoming a digitally based craft centered around data, analytics and digital messaging. "In an era of Moneyball-inspired statistical analysis, where the likes of Wal-Mart has acquired a digital analytics firm, the idea that PR strategy amounts to little more than relationships and intuition seems jarringly anachronistic," Arun Sudhaman writes for Holmes.

Sudhaman goes on to quote Chris Lewis, CEO of Lewis PR, "who compares the situation to the fast-moving, hard-charging sport of ice hockey. 'There will be large prizes for those agile enough to skate where the puck is going to be.'"

So encourage those staffers who are prone to sit in front of their computer monitors — providing they can demonstrate they are getting results, which is likely. Not that you won't need messaging, but, increasingly, it will be a digital, social media sort of messaging. 

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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