What's "integrated PR"? You'd best know and be practicing it, for, says Jason Ouellette of Pan Communications in Boston, it's PR's new reality. "The more and more I meet with clients, partners and others that have some sort of ownership of the marketing function," he writes on Pan's prSpeak blog, "the more I get the feeling that PR is really dying. I am seeing (and others are in agreement) less and less value gained out of basic media relations and PR today."
The new reality, Jason writes, is the need to grasp all the analytical tools and monitoring services, the measuring and digital outreach techniques currently available, not simply focus on the news media.
"What is really driving this change," Jason observes, "is the ability for PR pros and marketers to truly understand and see who will make the biggest difference for their business. As marketers, we now have the ability to grade, in real-time campaign success, sentiment and reaction. It allows us to be much more agile in our approach and provides more of an insight into what the market wants to hear and see. We need to look at ourselves as servants to our communities — not as preachers."
Servant leadership is a concept with a strong lineage, dating at least to Robert K. Greenleaf's 1977 book of that name. It's fascinating to see it being used to give coherence to the new, diversified approach to PR. The media aren't all that matter any longer, not by any means.
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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