Is Social Media Killing PR? (Or Maybe Vice Versa?)
by Kara Swisher
Posted on November 13, 2008 at 1:03 AM PT
Last night, BoomTown was at the Horn Group offices in San Francisco to appear on a panel called “Is Social Media Killing PR?”
Focused on the “future of the media ecosystem,” it was moderated by Media Survey’s Sam Whitmore. Besides me, the other panelists were the Horn Group’s Susan Etlinger and Jeremiah Owyang, a Web strategist with Forrester Research.
The panel topic was inspired by recent blog rants by Jason Calacanis, Robert Scoble and Michael Arrington, all of whom have taken potshots at the PR industry as unnecessary or broken in the new social media order.
Of course, as was the intent, their pieces caused a teapot-tempest in the sector, although I said at the start of the panel that I was not so sure that PR folks should bite at this particular bait from a trio of bloggers well known for liking to start controversial debates.
In any case, it was a good discussion to a packed audience about what the implications of social media are for the PR business–essentially, fewer press releases and more Twitters!
My take was that as much as things have changed, little actually has and that social media were not going to turn a weak pitch into a strong one.
All that counted a decade ago were good products and solid start-ups–and that is all that still counts today.
And, in fact, with all the social tools PR folks now have, it is easier than ever for them and companies to go right around the gatekeepers of the media directly to customers.
Here’s a short video I did at the event:
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Comments
I’ve been getting tired of the ranting by bloggers about how social media is killing PR, so I was heartened by your comment, “My take was that as much as things have changed, little actually has and that social media was not going to turn a weak pitch into a strong one.”
Exactly.
Good PR still has every much of a place as it used to, and bad PR is still as bad as it used to be. The only difference is that a lot of bloggers weren’t exposed to PR before, but now they are and are experiencing what reporters experienced decades ago. The PR pitch and machine.
PR, done well, has a lot of value in both traditional media and social media. PR done badly is just bad regardless of where it’s practiced.
Posted by adam christensen at November 13th, 2008 at 8:01 amI think PR firms need to be aware of social media and use it as one of many tools. If they do things “the way they always have” then they’ll be out of business.
Good PR firms help customers with an outside perspective and help them with unexpected challenges and opportunities. Bad ones send out generic press releases.
Kara: I’m envious of your new camera. Good picture quality. Avoid sudden moves as a jumping image makes it hard to digest my breakfast.
Posted by Ken Okel at November 13th, 2008 at 8:13 amAs I see it, social media may be saving PR during a time when traditional publications are folding on a weekly basis. When used properly, blogs, podcasts, etc. offer clients the opportunity to have an equal, honest and unedited voice in discussions that shape their industries and impact their brands. If PR pros invest the time required to learn how to use these tools effectively, the potential for creativity is endless.
Posted by Jayson Schkloven at November 13th, 2008 at 8:31 amThe Jeremiah fellow is 100% correct – social media demands more listening (reading?) than what we’ve been doing in the past and that is what is shaking things up. That and the idea that – gasp! – PR people might have to become part of the conversation. We can’t just hide behind pitches anymore when we are given such detailed access to a reporter’s brain – we must ENGAGE.
Also, love the new camera but agree with Ken – stand still! Or at least tell Sam to stand still.
Posted by Heather Clisby at November 13th, 2008 at 9:34 amHere’s the moderator’s view: http://bit.ly/bpjZ
Posted by Sam Whitmore at November 13th, 2008 at 11:27 amHow societies have transmitted ideas for thousands of years has primarily been dominated by print based communications and now that is changing… or at the very least- leveling out a bit since the introduction of moving pictures and now with the online video explosion.
Posted by iPeter Sahaidachny at November 13th, 2008 at 4:37 pmthank god you bought a New Camera . it was long overdue
Posted by Prashant Singh at November 14th, 2008 at 7:09 amP:
I am still going to be as jiggly!
Just in HD!
Posted by Kara Swisher at November 14th, 2008 at 6:31 pmKara, legacy PR thinking is killing PR, and Edelman (largest PR firm in the world) administered the first lethal injections with its manipulation of of phony blogs, and various other deceptive practices.
PR authenticity is historically built upon a foundation of jello — a typical press release contains “executive quotes” that the executive never said, and they can’t explain when asked to decipher the corporate BS.
Moreover, communications majors still graduate from college thinking that their key role is to fabricate storylines from something that’s otherwise totally un-newsworthy.
My point: the whole underlying belief system of the PR profession is obsolete in 21st Century marketing communications
Posted by David H Deans at November 15th, 2008 at 7:25 am