New PR?

by Roger Pynn

I got into a fascinating exchange with FastCompany expert blogger Francine Hardaway when she reviewed Brian Solis and Dierdre Breakenridges’ book Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR.

I admit I haven’t read their book yet – but I will because it looks truly interesting. However, the crux of the exchange between Francine and me has been over the question of whether the introduction of social media has resulted in a “”new model of social media PR” that is somehow more honest and pure than what has been practiced in the past.

In his Management Strategies Newsletter, Consultant to PR firms Al Croft of A.C. Croft & Associates in Sedona, AZ, said it beautifully: “Today you have a fresh batch of new media tools and techniques to play with and audiences that don’t pay as much attention to print media as they used to. However, the best marketing PR campaigns have always been based on solid strategies.That hasn’t changed whether you’re dealing with a magazine editor’s exclusive or efforts to impress an influential blogger.”

Public relations won’t change due to the advent of social media. It will adapt to it … the same way it adapted to that new thing called television in the late ’40s. Public relations people won’t change either. There will always be those who stretch the limits of good taste. Neither will social media change clients. There will always be good clients … and there will always be those that good public relations people shouldn’t waste their time with.

Social media has a charming policing power that either makes people “get it” or singles them out for laughter they never hear.

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