Along with the shift to digital media that Flack Me has been chronicling comes the realization that PR as we’ve known it, if not exactly “dead”, is certainly in need of change. We offer Dr. Kimberly Shediak’s meditation on these matters to prompt your further awareness of the new relational realities.
“A traditional PR agency,” she writes, “cannot survive in this stage of all things digital. Engaging with an audience is all about discussing issues and topics that they are interested in, not about putting something in front of them that they don’t give a rat’s ass about. Seems like common sense, right? Funny thing is so many PR agencies are doing that.”
Social media, Kimberly argues, not press releases are now, or should be, PR’s focus. Not that press releases are dead, but that social media is so much more alive! Of course, it doesn't hurt if you can get print publicity too, despite its diminishing reach.
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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