SOS! Shiny Object Syndrome & the Future of PR
I'm fresh off the plane from PRSA International in Orlando and, while I have tons of insights and anecdotes to share, I came back with one big question: what is public relations today?
The exhibit hall at PRSA was lined with vendors who do everything from traditional broadcast and radio monitoring, like our client Critical Mention, to the companies like Meltwater who do social media measurement. The presentations and panel discussions echoed that same feeling—that public relations today teeters on the edge of multiple industries: broadcast, print, radio, social media, SEO, SEM, and probably many more.
I spoke with Priya Ramesh, director of social media at CRT/tanaka, about what she likes to call Shiny Object Syndrome or our tendency as public relations pros to jump on every new trend that comes our way. Can we sell our clients strategies about using Google+ or maybe we can build out a new social measurement platform? Priya recommended implementing a SWAT team to test new platforms before sharing insights and recommendations with clients or implementing the platform internally. For a company like Horn Group that works with startups and public companies, B2B and B2C companies, doing our own internal research on new platforms definitely makes the most sense. Our clients run the gamut in the technology sector and as such we are always focused on making individualized recommendations about engaging new platforms—what's right for one client is almost never right for another.
So what is public relations? I'm not quite sure that we know and that's what makes Horn Group's focus on digital communications so important. It's about experimenting with new platforms and constantly doing the research so our clients can use us as an expert resource. A few years from now, I would expect to see folks from nearly every profession at an event like PRSA Internal as marketing, advertising, SEM, SEO and public relations professionals continue to lean on each other.
Are you looking to take your communications plan to the next level? Check out Horn Group's Breakthrough Communications Blueprint, a step-by-step action plan that guides you through the process of creating a communications campaign that will resonate across multiple platforms.
Also--see my interview with Priya Ramesh here: http://www.clipsyndicate.com/video/playlist/26299/2938766
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