Comments on: PR must expand into online marketing http://www.bitecommunications.com/2009/02/27/pr-must-expand-into-online-marketing/ A global communications consultancy Fri, 30 Jul 2010 20:31:38 +0100 http://wordpress.org/?v=2.8.6 hourly 1 By: Lyndon Antcliff http://www.bitecommunications.com/2009/02/27/pr-must-expand-into-online-marketing/comment-page-1/#comment-7014 Lyndon Antcliff Thu, 05 Mar 2009 21:23:23 +0000 http://blog2.bitepr.com/2009/02/27/pr-must-expand-into-online-marketing/#comment-7014 As a social media marketer of a few years now, I have watched how the PR industry has dealt with the new kid on the block. There have indeed been successes, but a lot of failures also, for example, press releases submitted to digg.com Although there are a ton of sharp minds in PR, I think social media requires a different skill set and this is why most of the big players come from the SEO world. They have learned to adapt to a ever changing algo. Not that a PR person couldn't adapt, but it's not simply checklist of do this and don't do that. It's more fundemental, it's a mind set, it's an attitude. But I agree, learn to adapt or die. Technology and the Internet are changing the world of communications, and the methods in which we influence and ever so gently persuade are also changing. However, those who can dip in and out of the various cultures and tribes, speak their language and eat their bread, walking as if one of the tribe, it is they who will take home the prize. As a social media marketer of a few years now, I have watched how the PR industry has dealt with the new kid on the block. There have indeed been successes, but a lot of failures also, for example, press releases submitted to digg.com

Although there are a ton of sharp minds in PR, I think social media requires a different skill set and this is why most of the big players come from the SEO world. They have learned to adapt to a ever changing algo.

Not that a PR person couldn’t adapt, but it’s not simply checklist of do this and don’t do that. It’s more fundemental, it’s a mind set, it’s an attitude.

But I agree, learn to adapt or die. Technology and the Internet are changing the world of communications, and the methods in which we influence and ever so gently persuade are also changing.

However, those who can dip in and out of the various cultures and tribes, speak their language and eat their bread, walking as if one of the tribe, it is they who will take home the prize.

]]> By: Wendy White http://www.bitecommunications.com/2009/02/27/pr-must-expand-into-online-marketing/comment-page-1/#comment-7013 Wendy White Thu, 05 Mar 2009 14:18:09 +0000 http://blog2.bitepr.com/2009/02/27/pr-must-expand-into-online-marketing/#comment-7013 Three traits inherent in a good PR agency's DNA is rabidness when they spot an opportunity, packaging up relevant content into easily digestible pieces and understanding the value of a communication network. I think this sets up innovative PR agencies with an excellent chance of playing the social media game. One mine field for all agencies trying to wrestle with this channel is the recursive nature of the networks e.g. many twitterers are marketeers twittering about how to twitter! At what point does a real message hit the target audience? Three traits inherent in a good PR agency’s DNA is rabidness when they spot an opportunity, packaging up relevant content into easily digestible pieces and understanding the value of a communication network. I think this sets up innovative PR agencies with an excellent chance of playing the social media game.

One mine field for all agencies trying to wrestle with this channel is the recursive nature of the networks e.g. many twitterers are marketeers twittering about how to twitter! At what point does a real message hit the target audience?

]]> By: Sean Gibson http://www.bitecommunications.com/2009/02/27/pr-must-expand-into-online-marketing/comment-page-1/#comment-7012 Sean Gibson Fri, 27 Feb 2009 15:39:51 +0000 http://blog2.bitepr.com/2009/02/27/pr-must-expand-into-online-marketing/#comment-7012 And the corollary is true; online marketers are expanding into PR, esp. with direct-to-audience pieces like direct email campaigns, (which many commodity PR agencies do at the end of the day), social media releases, microsites, word-of-mouth, and other communications efforts designed to shift perception or create action. Those that can measure impact will win. We're back again to the focus on marketing metrics, which was very hot several years ago then faded. It's all about the integrated agency. Who will get to the middle first? And the corollary is true; online marketers are expanding into PR, esp. with direct-to-audience pieces like direct email campaigns, (which many commodity PR agencies do at the end of the day), social media releases, microsites, word-of-mouth, and other communications efforts designed to shift perception or create action.
Those that can measure impact will win. We’re back again to the focus on marketing metrics, which was very hot several years ago then faded.
It’s all about the integrated agency. Who will get to the middle first?

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