The differences between "traditional public relations" and what Rebecca Crowley, CEO of RTC Publicity in New York, calls "PR 2.0" are pretty profound. They're discussed in a lengthy interview Rebecca has with Brenda Krueger Huffman on Axcess News, "News for the X Generation." Don't miss it.
“A year or so ago the term “traditional PR” did not exist," Rebecca notes. "It was created to define the difference between what most of the business world is familiar with and digital marketing which became strong in 2010 with initial momentum in 2009.
“Traditional PR is ‘media relations’ with outlets that have been around for years such as print (dailies, weeklies, monthlies), and broadcast TV and radio. It involves a publicist using their contacts in order to properly pitch a story idea to journalists/editors/reporters/producers. It focuses on conveying a ‘key message(s)’ of a company, product or individual....
"The 'New PR,'" or as Rebecca calls it, 'PR2.0', "involves pitching blogs and creating social media campaigns involving such sites as LinkedIn, Twitter, Facebook, Flckr, YouTube, and others. The idea is to join a conversation versus to only deliver a key message.”
It's why Facebook, which now reaches one in nine people in the world, is valued at $50 billion.
The changes require attentive diligence, and some in PR have been slow to adapt. “I think a big part of this," Rebecca says, "is fear of new technology and new social media outlets. It is a lot to keep up with. Facebook and the likes are constantly changing interfaces. If a publicist is not engaging in these activities or reading the latest happenings, it is easy to quickly get lost in the technology. It also requires a lot of time investment.”
A good place to invest some learning time is to read the full interview with Rebecca, courtesy of the Internet. Find yourself spending a lot of time there? Not at all surprising if you're seeking to discern PR's new paths.
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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