|By Fuat Kircaali||
|May 26, 2009 02:30 PM EDT||
The short answer is yes. In our estimation, roughly 70% of today's PR firms with their traditional public relations and communications business structures will not survive the fast-approaching social media avalanche. The remaining 30% that need to reinvent their position real fast in their newly morphed industry will prosper, compared to where they were and what they were doing before.
For publicly traded companies, current rules dictate that information can be made public by a press release or by a telephone conference call but not simply on a website. Ninety percent of today's PR firms are still in business simply because of this single rule.
For the first time three years ago, in 2006, Sun Microsystems CEO Jonathan Schwartz asked the SEC to change this rule. Well, the new White House is already posting the President's weekly addresses to the nation on its website, completely bypassing the traditional media outlets and vehicles.
Today's PR firms are sitting ducks in the way of tomorrow's social media freight train. They will join the extinct species of dinosaurs right about the same time as newspapers and most print magazines.
When we launched Ulitzer's public beta roughly two months ago, our experience with the public relations firms can be categorized under the following three distinct groups.
1) PR firms who jumped at the opportunity and are using the Ulitzer platform on daily basis to post their clients' news and press releases. In this group of public relations firms we generally see traditional news distribution activity. They understand the platform and use it for effective news syndication. This group will eventually discover new and creative ways to utilize new social media tools.
2) Savvy PR firms who sign up their clients as authors and publish their bylined articles in addition to using Ulitzer's powerful news syndication features. These firms are the ones most likely to adapt and survive the fast-changing landscape of the new PR business.
3) PR firms who understand Ulitzer and are horrified by the idea that their clients may actually find out about it. I had a lengthy correspondence with the owner of a Silicon Valley technology PR company who told me he not only wanted to remove the story posted on Ulitzer but also remove it from Google News and other outbound syndicated news sites. This experience made me think that the founder and owner of this well-known public relations company did not even have a clue how the Internet worked. Now, these PR companies will be the first ones that will vanish with the wide acceptance and use of social media platforms such as Ulitzer.
By the way, new social media tools do not mean Facebook, Twitter or LinkedIn. I am talking about the tools that do not exist yet or are not widely known today. Today's popular platforms will never pass the stage of mass spam tools; their non-existent effectiveness will be proven null before the end of this year.
Companies with the Largest Number of Professional Bloggers Will Win
Tomorrow's (and I mean tomorrow, not the next decade) marketing game will be played on professional corporate blogging platforms. The companies with the largest number of well-read and respected corporate bloggers will win the marketing and propaganda games. Larger companies will need larger armies of corporate bloggers. The new job description of "professional corporate blogger" will be a very popular one.
To be or not to be, that is the question for the PR firms that will hit the wall at this stage. The ones who are equipped to provide those services whose job descriptions are not yet defined will be tomorrow's brave new PR companies.
Other than that, the day the new SEC, under the White House 2.0 Obama administration, answers the question Jonathan Schwartz asked three years ago, will be the end for most PR companies.
|MarcieCasas 06/08/09 12:21:00 PM EDT|
I disagree strongly that PR is extinct. PR will never be extinct for the simple reason that PR is more than just news releases. It is strategic thinking at its best. Yes, social media has changed PR but it will in no way kill it. For any company engaging in social media, it is PR strategy that is driving the interaction. I wrote more about my viewpoint here.
|Loraine Antrim 06/04/09 08:38:01 AM EDT|
"Is PR Extinct, Yes." Hmmm. Not the most accurate title. Perhaps more accurate would be, "Is PR Evolving, Yes."
The new order of social media is like any other transformation in our communication process: some organizations will be early adopters, some will come along slowly and some will not make the transition.
PR IS adapting. The number of PR firms understanding the value of new web 2.0 technologies grows daily. Fuat, you had experience with such a small number of firms, it is truly faulty sampling and totally biased. Sorry that this small experience colored your thinking.
One thing I know about PR, no matter what the medium, if the message is relevant and compelling, it will resonate, whether thru more traditional channels or thru newer vehicles. I do believe based on what I have seen in PR, the industry is not only joining the conversation, it will eventually influence it. Loraine Antrim
|aaronschoenherr 05/27/09 02:49:00 PM EDT|
Full disclosure: I co-manage a national PR firm, Greentarget, that my partner and I started 5 years ago. Obviously I’m biased here because if Kircaali is correct, I’m going to need to find another way to pay for my kids’ college tuition.
I was intrigued with your position here right up until paragraph 5 where you start your pitch on why Ulitzer will change the world. I’ll admit that I wasn’t familiar with Ulitzer until now and will save my comments on the site except to say that it looks and feels exactly the way you’d expect from a site that boasts 6,000 authors.
Your premise, that 90 percent of today’s PR firms are in business simply because SEC rules dictate that publicly traded companies must communicate information via press release, is ridiculous. Firms whose business model depended heavily on earnings releases faded long before 2006. But there are many firms still in existence who have developed strong businesses and brands focused on helping publicly traded companies communicate strategically and effectively with investors, analysts, etc. It’s the difference between a commoditized service (blasting releases out because SEC rules require it) and a strategic one. Pretty simple, really.
Your second premise, that PR firms are “sitting ducks in the way of the social media freight train” is also completely off base. I’ll set aside your ridiculous method for evaluating firms based on their knowledge of and use of your own service, and instead focus on the larger issue. The prevalence and increased use of social media networks has created even stronger demand for public relations firms who are able to advise these clients on effective and credible use of these tools. Social media networks have increased the amount of white noise. They’ve also made it easier for companies to make very public and embarrassing missteps. All of this results in greater demand for a PR firm’s services.
It’s a growth industry for PR firms, not a threat to their livelihood.
Your third premise, that the most successful corporations will be the ones who hire the most professional bloggers, misses the point completely. It’s not about volume and who can broadcast the most, it’s about the quality of the message, whether it’s being received, how it’s being processed and the impact on an organization’s bottom line.
These factors depend on an authentic, credible dialogue initiated by organizations in a targeted, strategic manner that can be measured, evaluated and adapted as necessary. An army of corporate bloggers achieves none of this.
Your rudimentary understanding of the profession has resulted in an article that is full of holes. Am I being harsh? Maybe. I’d argue that the headline you chose for this article warrants a strong response.
While I’m on the topic of authenticity and credibility, the Ulitzer site has a very provocative and interesting quote: “In five years TIME, Harvard Business Review, Scientific American, and Condé Nast Traveler will be replaced by Ulitzer.” What’s interesting about this quote is that there’s no attribution. It begs the question “According to who?” This is exactly my point.
By the way, it looks like you could use a PR firm of your own:
Aaron R. Schoenherr
|sflachuck 05/27/09 10:53:42 AM EDT|
I agree that PR professionals who are not actively engage in social media and new technologies will not survive. I also believe the fall of traditional media will accelerate as well. The communications industry has basically evolved overnight. The greatest challenge for PR firms will be placing value on social media work that has basically over-simplified the business of communication and relationship building. I predict an increase in the need for professionals who can handle crisis matters, public affairs campaigns and issues management since those fall outside of "basic" PR.
|DougPoretz 05/27/09 10:06:12 AM EDT|
I've been predicting the death of the PR business for a long time -- see my December 2008 predictions for the PR business here: http://tinyurl.com/pegfhd
But at the same time, I think the ad business will also die. I believe the entire communications business is in the midst of a largely misunderstood revolution. But the biggest issue isn't "new media" or technology, or even shrinking budgets, etc. It is the current business model -- my thoughts on that are here: http://tinyurl.com/dk8ked
|arthuryann 05/27/09 09:42:07 AM EDT|
The public relations industry has been reading about its demise at the hands of social media for about a year and a half now. We've all see what Scoble, Arrington, Calacanis and now, Kircaali (who mistakenly believes that publicity = public relations, while promoting his as the industry-killing app), have said.
The fact is, public relations isn't declining at the hands of social media; it's gaining, and will continue to gain.
Don Wright, Ph.D., APR, Fellow PRSA, who is a professor of public relations at Boston College and editor of PRSA's peer-reviewed PR Journal, estimates that approximately 70 percent of all social media programs are being driven by public relations professionals.
Here are 10 reasons why:
1. Social media puts the consumer in control, and public relations professionals are accustomed to operating in an environment that cedes control to others.
2. Public relations has always been about engaging with key audiences to establish mutually beneficial relationships.
3. Public relations is a two-way discipline. It disseminates information about an organization and brings back information for analysis and response.
4. Like all the different forms of traditional media — television, radio, newspaper, magazines — social media is a conduit to engage audiences and build relationships. It's not about the technology, it's about the people who use it.
5. The decline of traditional media is encouraging public relations professionals to identify new means of engaging audiences and "earning" new media.
6. Public relations is a content-creation discipline. The written word, certainly, but also photos, audio and video, which are expected with online engagement.
7. In an environment where information moves at tremendous speed, public relations is one marketing and communications discipline that can keep pace.
8. For a medium built on authenticity and the ability to trust "people like me," public relations is a builder of trust and keeper of the corporate conscious. We speak in a credible voice, while adhering to ethical communications principles.
9. Public relations educators are some of the leading sources of social media research.
As for number 10., I'll just cite Edward R. Murrow, who may have said it best: "The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and in the end the communicator will be confronted with the old problem, of what to say and how to say it."
Arthur Yann is vice president of public relations for the Public Relations Society of America (PRSA).
|megfly 05/27/09 09:02:32 AM EDT|
Interesting conclusion, I applaud your research. But I believe your PR analysis is missing a key component: strategy. PR firms, at least most successful ones today, are not just about releasing press releases and building relationships with media members. Strategy is one of the best key components to successful PR campaigns.
SYS-CON Events announced today that Cloudian, Inc., the leading provider of hybrid cloud storage solutions, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Cloudian, Inc., is a Foster City, California - based software company specializing in cloud storage software. The main product is Cloudian, an Amazon S3-compliant cloud object storage platform, the bedrock of cloud computing systems, that enables c...
Apr. 21, 2015 01:00 AM EDT Reads: 2,498
SYS-CON Events announced today that Gridstore™, the leader in hyper-converged infrastructure purpose-built to optimize Microsoft workloads, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Gridstore™ is the leader in hyper-converged infrastructure purpose-built for Microsoft workloads and designed to accelerate applications in virtualized environments. Gridstore’s hyper-converged infrastructure is the ...
Apr. 21, 2015 12:45 AM EDT Reads: 4,397
BroadSoft on Tuesday announced that it is a recipient of the 2014 Frost & Sullivan Market Leadership Award in the Hosted/Cloud Internet Protocol (IP) Telephony market for Latin America. According to Frost & Sullivan market research, the Latin America (LATAM) hosted/cloud Internet Protocol (IP) telephony market, including integrated unified communications and collaboration (UC&C) applications, is currently experiencing a rapid growth trajectory and is expected to exhibit a tenfold rise in annual...
Apr. 21, 2015 12:00 AM EDT Reads: 2,063
SYS-CON Events announced today that IDenticard will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. IDenticard™ is the security division of Brady Corp (NYSE: BRC), a $1.5 billion manufacturer of identification products. We have small-company values with the strength and stability of a major corporation. IDenticard offers local sales, support and service to our customers across the United States and Canada...
Apr. 21, 2015 12:00 AM EDT Reads: 5,009
Modern Systems announced completion of a successful project with its new Rapid Program Modernization (eavRPMa"c) software. The eavRPMa"c technology architecturally transforms legacy applications, enabling faster feature development and reducing time-to-market for critical software updates. Working with Modern Systems, the University of California at Santa Barbara (UCSB) leveraged eavRPMa"c to transform its Student Information System from Software AG's Natural syntax to a modern application lev...
Apr. 20, 2015 11:45 PM EDT Reads: 1,522
In 2015, 4.9 billion connected "things" will be in use. By 2020, Gartner forecasts this amount to be 25 billion, a 410 percent increase in just five years. How will businesses handle this rapid growth of data? Hadoop will continue to improve its technology to meet business demands, by enabling businesses to access/analyze data in real time, when and where they need it. Cloudera's Chief Technologist, Eli Collins, will discuss how Big Data is keeping up with today's data demands and how in t...
Apr. 20, 2015 10:45 PM EDT Reads: 956
The best mobile applications are augmented by dedicated servers, the Internet and Cloud services. Mobile developers should focus on one thing: writing the next socially disruptive viral app. Thanks to the cloud, they can focus on the overall solution, not the underlying plumbing. From iOS to Android and Windows, developers can leverage cloud services to create a common cross-platform backend to persist user settings, app data, broadcast notifications, run jobs, etc. This session provide...
Apr. 20, 2015 10:00 PM EDT Reads: 622
The 5th International DevOps Summit, co-located with 17th International Cloud Expo – being held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the...
Apr. 20, 2015 07:00 PM EDT Reads: 2,091
While DevOps most critically and famously fosters collaboration, communication, and integration through cultural change, culture is more of an output than an input. In order to actively drive cultural evolution, organizations must make substantial organizational and process changes, and adopt new technologies, to encourage a DevOps culture. Moderated by Andi Mann, panelists will discuss how to balance these three pillars of DevOps, where to focus attention (and resources), where organizations m...
Apr. 20, 2015 05:00 PM EDT Reads: 1,827
ProfitBricks has launched its new DevOps Central and REST API, along with support for three multi-cloud libraries and a Python SDK. This, combined with its already existing SOAP API and its new RESTful API, moves ProfitBricks into a position to better serve the DevOps community and provide the ability to automate cloud infrastructure in a multi-cloud world. Following this momentum, ProfitBricks has also introduced several libraries that enable developers to use their favorite language to code ...
Apr. 20, 2015 03:00 PM EDT Reads: 1,451
Health care systems across the globe are under enormous strain, as facilities reach capacity and costs continue to rise. M2M and the Internet of Things have the potential to transform the industry through connected health solutions that can make care more efficient while reducing costs. In fact, Vodafone's annual M2M Barometer Report forecasts M2M applications rising to 57 percent in health care and life sciences by 2016. Lively is one of Vodafone's health care partners, whose solutions enable o...
Apr. 20, 2015 03:00 PM EDT Reads: 1,119
SYS-CON Events announced today that Vicom Computer Services, Inc., a provider of technology and service solutions, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. They are located at booth #427. Vicom Computer Services, Inc. is a progressive leader in the technology industry for over 30 years. Headquartered in the NY Metropolitan area. Vicom provides products and services based on today’s requirements...
Apr. 20, 2015 02:00 PM EDT Reads: 1,484
Dave will share his insights on how Internet of Things for Enterprises are transforming and making more productive and efficient operations and maintenance (O&M) procedures in the cleantech industry and beyond. Speaker Bio: Dave Landa is chief operating officer of Cybozu Corp (kintone US). Based in the San Francisco Bay Area, Dave has been on the forefront of the Cloud revolution driving strategic business development on the executive teams of multiple leading Software as a Services (SaaS) ap...
Apr. 20, 2015 02:00 PM EDT Reads: 1,148
How do you securely enable access to your applications in AWS without exposing any attack surfaces? The answer is usually very complicated because application environments morph over time in response to growing requirements from your employee base, your partners and your customers. In his session at 16th Cloud Expo, Haseeb Budhani, CEO and Co-founder of Soha, will share five common approaches that DevOps teams follow to secure access to applications deployed in AWS, Azure, etc., and the frict...
Apr. 20, 2015 01:30 PM EDT Reads: 1,497
What exactly is a cognitive application? In her session at 16th Cloud Expo, Ashley Hathaway, Product Manager at IBM Watson, will look at the services being offered by the IBM Watson Developer Cloud and what that means for developers and Big Data. She'll explore how IBM Watson and its partnerships will continue to grow and help define what it means to be a cognitive service, as well as take a look at the offerings on Bluemix. She will also check out how Watson and the Alchemy API team up to off...
Apr. 20, 2015 12:00 PM EDT Reads: 1,594
The IoT Bootcamp is coming to Cloud Expo | @ThingsExpo on June 9-10 at the Javits Center in New York. Instructor. Registration is now available at http://iotbootcamp.sys-con.com/ Instructor Janakiram MSV previously taught the famously successful Multi-Cloud Bootcamp at Cloud Expo | @ThingsExpo in November in Santa Clara. Now he is expanding the focus to Janakiram is the founder and CTO of Get Cloud Ready Consulting, a niche Cloud Migration and Cloud Operations firm that recently got acquir...
Apr. 20, 2015 12:00 PM EDT Reads: 1,306
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding bu...
Apr. 20, 2015 12:00 PM EDT Reads: 2,175
SYS-CON Media announced today that John Treadway’s blog has exceeded 475,000 page views. John Treadway, Vice President at Cloud Technology Partners, has surpassed 475,000 page views on the SYS-CON family of online magazines, which includes Cloud Computing Journal, Internet of Things Journal, Big Data Journal, Microservices Journal, and several others. His blog home page at SYS-CON can be found at JohnTreadway.SYS-CON.com.
Apr. 20, 2015 11:15 AM EDT Reads: 1,468
SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched. @WebRTCSummit Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @WebRTCSummit Blog can be bookmarked ▸ Here @WebRTCSummit conference site can be bookmarked ▸ Here
Apr. 20, 2015 10:30 AM EDT Reads: 2,224
SYS-CON Events announced today that the DevOps Institute has been named “Association Sponsor” of SYS-CON's DevOps Summit, which will take place on June 9–11, 2015, at the Javits Center in New York City, NY. The DevOps Institute provides enterprise level training and certification. Working with thought leaders from the DevOps community, the IT Service Management field and the IT training market, the DevOps Institute is setting the standard in quality for DevOps education and training.
Apr. 20, 2015 10:30 AM EDT Reads: 2,054