PR seems about to become a pell-mell profession, but without the confusion, hopefully, that the term implies. We've already noted The Bridge, the digital media monitoring center(s) that GolinHarris has purring in its offices worldwide. Now Jeff Beringer, GH's digital lead, writes about "real-time marketing" in which you can "expect new methodologies to assess performance based on PR's ability to reach and impact people at the right time, at the right place, with a tailored message."
Wow! Never mind saving those clippings. There won't be any to save. Instead, there will be interpersonal transactions happening as we live, and fashion, them. As Beringer writes, "In the future, the success of PR campaigns will be evaluated by our ability to drive action every day, not just deliver a stack of media clips once a quarter."
This all begins to sound pretty dire for the lone, counsel type of practitioner without a digital media war room. We're actually hoping that we're overstating the outlook but dollars go to results, and if results are happening in real-time, well...
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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