By Alan Graner
OK, let’s keep things in perspective.
If you type “Is traditional PR dead?” into Google, you’ll get about 1,860,000 results.
This is impressive.
Until you realize you’ll get twice that number by typing “Is Elvis alive?”
(“Are flying saucers real?” is a disappointing third with only 120,000 results.)
What does all this mean?
I haven’t a clue…so let’s move on.
After reading countless articles about the purported death of traditional PR, this is what I surmise:
- Most of the people talking about its death are (gasp!) social media people!
- Few of these people ever define “traditional PR.”
- If public relations is defined, it’s usually portrayed as merely sending out press releases.
A splash of reality, smug PR people
The practitioners of Dead PR make some valid points, specifically:
- Agencies that think PR consists mainly of issuing press releases are doomed.
- Social media can be a powerful PR force.
- Public relations agencies that ignore social media do so at their own peril.
A splash of reality, salivating social media people
Traditional public relations is about communicating a client’s message to its targeted audiences. This includes:
- Evaluating, executing and managing communications between an organization and its publics through various channels including social media; print, electronic and visual media; the Internet; trade shows; public speaking; press conferences and other marketing channels.
- Determining how a company, its products and/or services are perceived in the marketplace.
- Monitoring and protecting a company’s reputation.
- Guiding companies engaged in government policies.
- Helping companies manage crises.
- Identifying and segmenting audiences to tailor specific messages for each of them.
- Evaluating public attitudes.
- Identifying policies.
- Establishing procedures and executing tactics to foster communications that promote public understanding.
Do-it-yourself PR
DIY PR is a fantasy. Few if any companies have the time or expertise to accomplish the public relations function. They must either establish an in-house person to handle PR or hire an outside public relations agency. No blog, Facebook page or other social media can come close to accomplishing this.
Final questions
Be honest:
Would you rather have a nice write-up in a leading blog? Or an article in the Wall Street Journal? Which do you think would give you more credibility? Which would have more influence? Which would you prefer to show a client or prospect?
If you discovered the CEO of your company was embezzling funds or your company was responsible for a toxic spill or your company was hit with a sexual harassment suit, who do you want at your side to deal with the crisis? A blogger? Or a public relations agency?
If you wanted to develop an integrated marketing communications program, would you assign it to a Facebook communications company? Or a PR firm?
Conclusion
People who claim traditional public relations is dead don’t know what the hell they’re talking about.
If you have a different opinion, please comment on our social media blog.
Image: Simon Stratford
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations. Sometimes he’s a tad opinionated. If you need an integrated public relations program that includes traditional PR and social media, email Jeffrey Swartz at jeffreyswartz@dsprel.com.
