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Evolving Industries: The New PR Professional

Posted by Alecia OBrien on Mon, Oct 26, 2009
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TIP:  Strength is not always in numbers

"For a long time, most public relations organizations lived by circulation numbers. When a story appeared in the New York Times, we could assure our clients that they reached a million-plus captive viewers. While that is certainly true, there can be as much value in telling your story to the right group of people. Active groups exist across all social networking platforms. These people are often engaged and ready to act. There can be as much value in 600 people commenting, conversing, engaging and mobilizing around a story on a site like witness.org as there can be in an A16 story in The New York Times."

Michael P. Falco, Digital Initiatives Strategist, Pro-Media Communications

It's clear that the public relations industry is changing - as newspapers and magazines shrink, public relations practitioners are reaching out to bloggers, Tweeters, podcasters, and publishing their own content.  How should those of us in the PR industry evolve with the times in a deliberate, strategic way?

We posed this question to David Meerman Scott, Jason Falls, and CC Chapman at the Inbound Marketing Summit in Boston. Take a look below for their tips on how to stay innovative within a changing industry, pitch bloggers, and start an open dialogue with customers and thought leaders.

Are there any tips you want to add?  Leave them in the comments section below.

If you're attending PRSA's annual conference in San Diego, drop us a line or reach out to us on Twitter. We'll be videotaping more thought leaders from the conference floor and would be eager to include your response in our next video blog.


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