However you want to describe it, online and social media is playing an important part in shaping the reputation of brands around the world. It’s been doing so for some time now, certainly a few years. The issue at hand though, the one that New Media Knowledge (NMK) raised at their ‘What happens to online PR?’ event last week was if the Public Relations industry was best suited to lead clients through the ever-changing digital media landscape.
Led by New Media Age Editor-in-Chief Mike Nutley the NMK team brought together MD and founder of Wolfstar Stuart Bruce, Head of Social Media at iCrossing Anthony Mayfield, Global Head of Digital at Weber Shandwick James Warren and Founder and MD of Content and Motion Roger Warner. A great panel, though apart from Mike, sadly lacking journalists or independent bloggers that make their living from building or knocking down the brands that PRs work so hard on.
On one side we had the argument that PR is and should be just about press and media relations, which is what we were told clients expect from their PR teams or agencies – an outdated thought. Some of those present even claimed that PR agencies find it difficult to re-invent themselves, which is why online PR should be left to niche digital agencies, which “better understood this channel.”
Fifteen years ago this might have been the case when it was all about the technology and not the PR or the message. It was about something new that only a few people understood yet everybody wanted a piece of the action. Not any more though.
On the other side you had those who believe that it’s PRs that should continue guiding clients through the digital world. PRs that have experience in reputation building and management, people who know how integrated communications campaigns work. Who know have experience in developing influence and creating relationships.
The interesting point that came through from the evening was that digital media is still seen as niche and not a communications channel that would be part of any overall campaign planning. Some even complained that within certain agencies, they were seen as an ‘add-on’. They weren’t integrated, mainly because clients had the ‘get me in the FT’ attitude to their work, even though their reputation was more at risk from bloggers and social networkers. Something that is true given that staff in newsrooms around the world are experiencing a bloody cull. But, educating clients and employers takes time.
There was broad agreement on the fact that online and social media is all about credibility. There is a difference between a pastime and a service. Comms teams need to have social media people within, they need to be able to use their knowledge to develop campaigns.
Clients and employers know and are used to buying press relations services, but they need to understand about social and online media. This new channel needs to be quantified and measurement tools need to be refined so that they can understand the importance and influence that it has on audiences that they want to communicate with.
At the end of the day, PRs are here to serve clients, to put on the table solutions to issues they face. Communications is becoming much more integrated, with PR moving more to the centre of decision making, shaping the strategy not just for consumer campaigns, but advertising ones.
Social and online media is a new channel and needs to receive the attention that it deserves.
Never doubt how Social Media can help develop and drive a brand. To give you an example of its power you need look no further than 
Digital Britain – Part 2
Friday, January 30th, 2009The Government yesterday released its interim Digital Britain report. No surprises on the content of the Green Paper– broadband for all, improving how television content is distributed online and cracking down on illegal file sharing.
The disappointing aspect about the interim report is that for a fast changing industry its recommendations are already outdated, so working to get every household on a minimum 2Mbs line by 2012 will be like having a 56Kbs dial-up account today.
The report ignores the fact that bandwidth is already running out in Britain, especially as the BBC’s iPlayer continues to prove that people want to watch television (for live or recorded content) online. Other broadcasters such as ITV and Channel 4 are readying themselves for the launch of their own content online, a partnership that also includes the BBC.
Recent figures, which I put in my last post on Digital Britain, confirm that shoppers are shunning the high-street for the improved prices that the net offers.
Lord Carter may say that while 2Mbs is the minimum speed that he wants everybody to have, speeds of up to 100Mbs will be available. Good point, but high speeds will be there at a cost, a substantial cost, which will put consumers and businesses off from these packages. Not just that, but he leaves the option open for an indirect tax on net users to counter online copyright piracy.
The Government said that it wanted to spend its way out of the current recession by investing in public sector development – new schools, hospitals, etc. What it should have done through this interim report is commit itself to upgrading Britain’s bandwidth. Doing this would send a clear signal to business that the internet can be used as a further channel through which it can do business. It would also enhance the creativity that makes Britain a leader worldwide in the media, communications and creative industries.
I ask the question, now that we know where the Government wants Britain to be in 2012, where will Asia Pacific and the rest of Europe be?
This report wants a lot, but makes no recommendation on how these ‘wants’ should be met. It offers no strategy and no solution. It is a typical politcal report with no direction or ambition. Exactly what you would expect.
Tags: britain, creative, government, internet, media, pr, report, television
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