|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.
The cloud promises new levels of agility and cost-savings for Big Data, data warehousing and analytics. But it’s challenging to understand all the options – from IaaS and PaaS to newer services like HaaS (Hadoop as a Service) and BDaaS (Big Data as a Service). In her session at @BigDataExpo at @ThingsExpo, Hannah Smalltree, a director at Cazena, will provide an educational overview of emerging “as-a-service” options for Big Data in the cloud. This is critical background for IT and data profes...
Feb. 9, 2016 06:45 AM EST Reads: 165
Father business cycles and digital consumers are forcing enterprises to respond faster to customer needs and competitive demands. Successful integration of DevOps and Agile development will be key for business success in today’s digital economy. In his session at DevOps Summit, Pradeep Prabhu, Co-Founder & CEO of Cloudmunch, covered the critical practices that enterprises should consider to seamlessly integrate Agile and DevOps processes, barriers to implementing this in the enterprise, and pr...
Feb. 9, 2016 06:30 AM EST Reads: 348
SYS-CON Events announced today that Men & Mice, the leading global provider of DNS, DHCP and IP address management overlay solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. The Men & Mice Suite overlay solution is already known for its powerful application in heterogeneous operating environments, enabling enterprises to scale without fuss. Building on a solid range of diverse platform support,...
Feb. 9, 2016 06:15 AM EST Reads: 169
Advances in technology and ubiquitous connectivity have made the utilization of a dispersed workforce more common. Whether that remote team is located across the street or country, management styles/ approaches will have to be adjusted to accommodate this new dynamic. In his session at 17th Cloud Expo, Sagi Brody, Chief Technology Officer at Webair Internet Development Inc., focused on the challenges of managing remote teams, providing real-world examples that demonstrate what works and what do...
Feb. 9, 2016 06:00 AM EST Reads: 248
With the proliferation of both SQL and NoSQL databases, organizations can now target specific fit-for-purpose database tools for their different application needs regarding scalability, ease of use, ACID support, etc. Platform as a Service offerings make this even easier now, enabling developers to roll out their own database infrastructure in minutes with minimal management overhead. However, this same amount of flexibility also comes with the challenges of picking the right tool, on the right ...
Feb. 9, 2016 05:30 AM EST Reads: 123
As enterprises work to take advantage of Big Data technologies, they frequently become distracted by product-level decisions. In most new Big Data builds this approach is completely counter-productive: it presupposes tools that may not be a fit for development teams, forces IT to take on the burden of evaluating and maintaining unfamiliar technology, and represents a major up-front expense. In his session at @BigDataExpo at @ThingsExpo, Andrew Warfield, CTO and Co-Founder of Coho Data, will dis...
Feb. 9, 2016 05:30 AM EST Reads: 151
In most cases, it is convenient to have some human interaction with a web (micro-)service, no matter how small it is. A traditional approach would be to create an HTTP interface, where user requests will be dispatched and HTML/CSS pages must be served. This approach is indeed very traditional for a web site, but not really convenient for a web service, which is not intended to be good looking, 24x7 up and running and UX-optimized. Instead, talking to a web service in a chat-bot mode would be muc...
Feb. 9, 2016 05:15 AM EST Reads: 220
More and more companies are looking to microservices as an architectural pattern for breaking apart applications into more manageable pieces so that agile teams can deliver new features quicker and more effectively. What this pattern has done more than anything to date is spark organizational transformations, setting the foundation for future application development. In practice, however, there are a number of considerations to make that go beyond simply “build, ship, and run,” which changes ho...
Feb. 9, 2016 05:15 AM EST Reads: 183
Fortunately, meaningful and tangible business cases for IoT are plentiful in a broad array of industries and vertical markets. These range from simple warranty cost reduction for capital intensive assets, to minimizing downtime for vital business tools, to creating feedback loops improving product design, to improving and enhancing enterprise customer experiences. All of these business cases, which will be briefly explored in this session, hinge on cost effectively extracting relevant data from ...
Feb. 9, 2016 05:00 AM EST
SYS-CON Events announced today that iDevices®, the preeminent brand in the connected home industry, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. iDevices, the preeminent brand in the connected home industry, has a growing line of HomeKit-enabled products available at the largest retailers worldwide. Through the “Designed with iDevices” co-development program and its custom-built IoT Cloud Infrastruc...
Feb. 9, 2016 04:45 AM EST
SYS-CON Events announced today that Pythian, a global IT services company specializing in helping companies adopt disruptive technologies to optimize revenue-generating systems, has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2015 at the Javits Center in New York, New York. Founded in 1997, Pythian is a global IT services company that helps companies compete by adopting disruptive technologies such as cloud, Big Data, advanced analytics, and DevO...
Feb. 9, 2016 04:45 AM EST Reads: 178
With an estimated 50 billion devices connected to the Internet by 2020, several industries will begin to expand their capabilities for retaining end point data at the edge to better utilize the range of data types and sheer volume of M2M data generated by the Internet of Things. In his session at @ThingsExpo, Don DeLoach, CEO and President of Infobright, will discuss the infrastructures businesses will need to implement to handle this explosion of data by providing specific use cases for filte...
Feb. 9, 2016 04:30 AM EST Reads: 139
SYS-CON Events announced today that VAI, a leading ERP software provider, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. VAI (Vormittag Associates, Inc.) is a leading independent mid-market ERP software developer renowned for its flexible solutions and ability to automate critical business functions for the distribution, manufacturing, specialty retail and service sectors. An IBM Premier Business Part...
Feb. 8, 2016 03:00 PM EST Reads: 580
SYS-CON Events announced today that Catchpoint Systems, Inc., a provider of innovative web and infrastructure monitoring solutions, has been named “Silver Sponsor” of SYS-CON's DevOps Summit at 18th Cloud Expo New York, which will take place June 7-9, 2016, at the Javits Center in New York City, NY. Catchpoint is a leading Digital Performance Analytics company that provides unparalleled insight into customer-critical services to help consistently deliver an amazing customer experience. Designed...
Feb. 8, 2016 02:00 PM EST Reads: 348
SYS-CON Events announced today that Alert Logic, Inc., the leading provider of Security-as-a-Service solutions for the cloud, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Alert Logic, Inc., provides Security-as-a-Service for on-premises, cloud, and hybrid infrastructures, delivering deep security insight and continuous protection for customers at a lower cost than traditional security solutions. Ful...
Feb. 8, 2016 02:00 PM EST Reads: 383
SYS-CON Events announced today that Interoute, owner-operator of one of Europe's largest networks and a global cloud services platform, has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2015 at the Javits Center in New York, New York. Interoute is the owner-operator of one of Europe's largest networks and a global cloud services platform which encompasses 12 data centers, 14 virtual data centers and 31 colocation centers, with connections to 195 ad...
Feb. 8, 2016 12:45 PM EST Reads: 363
SYS-CON Events announced today that Commvault, a global leader in enterprise data protection and information management, has been named “Bronze Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Commvault is a leading provider of data protection and information management...
Feb. 8, 2016 10:45 AM EST Reads: 392
SYS-CON Events announced today that AppNeta, the leader in performance insight for business-critical web applications, will exhibit and present at SYS-CON's @DevOpsSummit at Cloud Expo New York, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. AppNeta is the only application performance monitoring (APM) company to provide solutions for all applications – applications you develop internally, business-critical SaaS applications you use and the networks that deli...
Feb. 8, 2016 10:15 AM EST Reads: 369
It's easy to assume that your app will run on a fast and reliable network. The reality for your app's users, though, is often a slow, unreliable network with spotty coverage. What happens when the network doesn't work, or when the device is in airplane mode? You get unhappy, frustrated users. An offline-first app is an app that works, without error, when there is no network connection.
Feb. 8, 2016 09:45 AM EST Reads: 180
Cognitive Computing is becoming the foundation for a new generation of solutions that have the potential to transform business. Unlike traditional approaches to building solutions, a cognitive computing approach allows the data to help determine the way applications are designed. This contrasts with conventional software development that begins with defining logic based on the current way a business operates. In her session at 18th Cloud Expo, Judith S. Hurwitz, President and CEO of Hurwitz & ...
Feb. 8, 2016 09:15 AM EST Reads: 212