Public Relations’ evolution is so interesting to me and its current practice squarely puts a large hole in the proselytized image that sometimes emanates from journalists (my B.A. is in Journalism and I love and respect the profession), and others, who see PR as solely publicity.
“Social media is changing PR outreach from pitching to personalized & genuine engagement.”
After years of hearing how PR practitioners were just “shills” for publicity and are squarely in the employment and camp of large, powerful corporations and will with-hold the “truth” to the very detriment of the public good, I am now excited and actually proud to be embarking on a career of public relations and the unprecedented opportunities stemming from PR 2.0 inspire me.
PR 2.0, according to Solis & Breakenridge, was born “through the analysis of how the web and multimedia were redefining PR and marketing communications, while also creating a new tool kit to reinvent how companies communicate” with the people and stakeholders important to them.
I believe strongly this evolution has changed the profession and industry in such a way that while it still calls for the traditional skills of succinct & effective writing, critical thinking and speaking, but it also now calls for a different set of skills that in my opinion, I excel at. And at the same time, I enjoy employing and exploring. For example, these skills that I’m talking about include empathy for and skillful understanding of other people, transparent and genuine participation in social networks instead of marketing at folks and also understanding the importance of dialogue vs. monologue especially in terms of seeing markets as two-way conversations, “not message throwing.”
In terms of “planting seeds” first before jumping right in to these social communities as a marketer, Solis & Breakenridge write, and I whole-hartedly agree with, that we should form and nurture altruistic relationships and understand the community’s sociology so we can be sure to contribute in a meaningful way. If this is not further evidence of the true value of PR I do not know what is. Any thoughts?