|By Fuat Kircaali||
|June 17, 2009 11:00 PM EDT||
Last week I received an email from Lindsey Miller at Ragan Communications. I answered her questions for a story she was working on here.
The following is the full text of my reply to her on this subject.
What kinds of PR firm will survive the "fast-approaching new media avalanche"? What steps will firms have to take to ensure that they make it through?
I know a lot of PR firms that are chasing new accounts among publicly traded companies, which are seen as cash cows in the business. I also know a lot of firms whose sales teams are larger than their senior account staff which will actually get the job done. These firms have armies of new college-grad telemarketers spitting out press releases to the media.
For a while you can get away with both approaches. Once the laws, rules and regulations change, the first group of PR firms will disappear overnight as I mentioned in my original blog entry here.
The demise of the second group of firms will come from the social media freight train. PR firms need to catch up with the change.
What will the "new" PR companies look like?
The new PR companies won't be putting out press releases and won't be in the press release business. The PR firm of the future will employ professional bloggers who will use social media tools to get their message into the hands of their targeted audience. The press release business already belongs to the Stone Age. The new PR game will be played by rock star bloggers on brand new platforms and distribution channels such as Ulitzer.
If the rules change for publicly traded companies, will PR firms have more of a chance at surviving?
Why do you think social media is so damaging for PR firms? Can't it be helpful as well?
It can be very helpful indeed. But change is painful. As I mentioned in my blog prompting this conversation, the topic goes back to the saying "You can't teach an old dog new tricks." A large number of PR companies are still living in the Stone Age. Again as I said, I've had exchanges with owners of well-known PR companies who don't even know the basic mechanics of the Internet. How will these people and companies adjust to the change? They haven't a chance. If you can't see the future already, what are your chances to lead the future? None.
Can you give any examples of PR firms who are doing things right already?
I don't know of any PR firm that's waving the flag of the change that we are living through. IMHO all of the existing PR companies are challenged by what's coming up. I don't think there's one company out there that's thrilled to see what's going on. They used to be kings five years ago. Will they be around in another five years? I don't know.
How do you imagine the new social media platforms that you talk about that don't exist yet will work?
Good question. Blogs are relatively new, if you consider the mass of the population. At a cocktail party less than a year ago someone I was talking to from the financial industry (a stockbroker) told me, "You know there is something called a ‘blog' and people who write blogs are called bloggers?" I said yes I know.
Job titles from the future: Steve Adubato "Politcal Analyst & CBS2 Blogger"
Today, the mass of the population knows "blogging" as their Facebook pages, and 99.99% of the blogs being written are never read by anyone except the blogger's family and friends.
This means two things. Not everyone has to write a book, sing, or blog. The ones who have something to say in their blogs will evolve into more professional platforms. The social media platforms that do not exist today will be created to serve the professional community of writers and bloggers.
When radio was invented, it was like the Internet - anyone could talk into a microphone and have their voice heard by the neighbors who owned a radio device. We'll see the consolidation of content on the Internet. The new media platforms will clean out the garbage and the noise and display useful content.
The challenge for PR companies is try to stay above the trash filter with what they produce as content. I can't imagine anyone's favorite pastime is reading press releases. Companies that keep PR firms occupied will also move on to tools and platforms that stay above the Internet's trash filters.
This doesn't mean spamming the world on Twitter, Facebook or whatever. Today's social media tools serve a purpose today and will fade away as things evolve.
Can you think of any examples of sophisticated social media initiatives that companies are pursuing with the currently available social media tools? Is it a waste of time to get involved now?
I don't think it's waste of time or energy. It will turn Facebook or Twitter into a pure spam machine sooner rather than later. If your message isn't interesting, who cares if you Tweet your heart out all day or write graffiti on people's Facebook walls?
Do you believe there's still a need for PR? What about the other functions PR serves, such as crisis communications? Who will handle that?
Sure there will always be need for PR. My point is, if you take the bulk of activities that make up today's PR, a big chunk of the revenue-generating tasks will go away. I don't know what you call the rest; crisis communications is one you mentioned.
Do you have any responses to the comments that appeared below your original post?
We approved all feedback to my post with no edits. I read them all. My comment is: I am not against PR firms. All I'm saying is watch out, there's a big freight train coming.
|Loraine Antrim 06/19/09 10:25:00 AM EDT|
This seems to be a continuation of some of the concepts raised in "Is the PR Business Extinct?" post. And to your point, Fuat, there will be a shoot-out at the PR corral with not everyone surviving.
However, some PR agencies that are small and nimble, with a GenY mindset, are already thriving and gaining ground. Some are creating practices exclusively around social media and are developing and influencing relationships with key bloggers.
Many larger PR firms also have jumped on board the social media train, and have actually been leading the charge through their own blogging efforts, but because they are huge global enterprises, it is harder to have "the social media mindset" permeate throughout their organizations. Pockets and silos, but perhaps not an organization-wide commitment.
I'll put my money on the smaller more agile PR firms who are already creating a presence and influencing the blogosphere and twittersphere. When the avalanche clears out, they will be the ones who walk away as major players. Loraine Antrim
IoT is at the core or many Digital Transformation initiatives with the goal of re-inventing a company's business model. We all agree that collecting relevant IoT data will result in massive amounts of data needing to be stored. However, with the rapid development of IoT devices and ongoing business model transformation, we are not able to predict the volume and growth of IoT data. And with the lack of IoT history, traditional methods of IT and infrastructure planning based on the past do not app...
Jan. 16, 2017 03:15 PM EST Reads: 318
"LinearHub provides smart video conferencing, which is the Roundee service, and we archive all the video conferences and we also provide the transcript," stated Sunghyuk Kim, CEO of LinearHub, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 16, 2017 02:30 PM EST Reads: 1,542
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
Jan. 16, 2017 01:45 PM EST Reads: 3,586
The 20th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held June 6-8, 2017, at the Javits Center in New York City, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Containers, Microservices 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 business opportunity. Submit your speaking proposal ...
Jan. 16, 2017 12:30 PM EST Reads: 5,003
"There's a growing demand from users for things to be faster. When you think about all the transactions or interactions users will have with your product and everything that is between those transactions and interactions - what drives us at Catchpoint Systems is the idea to measure that and to analyze it," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York Ci...
Jan. 16, 2017 12:30 PM EST Reads: 5,467
Discover top technologies and tools all under one roof at April 24–28, 2017, at the Westin San Diego in San Diego, CA. Explore the Mobile Dev + Test and IoT Dev + Test Expo and enjoy all of these unique opportunities: The latest solutions, technologies, and tools in mobile or IoT software development and testing. Meet one-on-one with representatives from some of today's most innovative organizations
Jan. 16, 2017 12:00 PM EST Reads: 1,374
20th Cloud Expo, taking place June 6-8, 2017, at the Javits Center in New York City, NY, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy.
Jan. 16, 2017 11:30 AM EST Reads: 4,126
SYS-CON Events announced today that Super Micro Computer, Inc., a global leader in Embedded and IoT solutions, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 7-9, 2017, at the Javits Center in New York City, NY. Supermicro (NASDAQ: SMCI), the leading innovator in high-performance, high-efficiency server technology, is a premier provider of advanced server Building Block Solutions® for Data Center, Cloud Computing, Enterprise IT, Hadoop/Big Data, HPC and E...
Jan. 16, 2017 11:30 AM EST Reads: 5,670
SYS-CON Events announced today that Linux Academy, the foremost online Linux and cloud training platform and community, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Linux Academy was founded on the belief that providing high-quality, in-depth training should be available at an affordable price. Industry leaders in quality training, provided services, and student certification passes, its goal is to c...
Jan. 16, 2017 11:30 AM EST Reads: 1,868
WebRTC is the future of browser-to-browser communications, and continues to make inroads into the traditional, difficult, plug-in web communications world. The 6th WebRTC Summit continues our tradition of delivering the latest and greatest presentations within the world of WebRTC. Topics include voice calling, video chat, P2P file sharing, and use cases that have already leveraged the power and convenience of WebRTC.
Jan. 16, 2017 08:30 AM EST Reads: 3,024
"A lot of times people will come to us and have a very diverse set of requirements or very customized need and we'll help them to implement it in a fashion that you can't just buy off of the shelf," explained Nick Rose, CTO of Enzu, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jan. 16, 2017 06:30 AM EST Reads: 4,502
WebRTC sits at the intersection between VoIP and the Web. As such, it poses some interesting challenges for those developing services on top of it, but also for those who need to test and monitor these services. In his session at WebRTC Summit, Tsahi Levent-Levi, co-founder of testRTC, reviewed the various challenges posed by WebRTC when it comes to testing and monitoring and on ways to overcome them.
Jan. 16, 2017 06:30 AM EST Reads: 5,847
Every successful software product evolves from an idea to an enterprise system. Notably, the same way is passed by the product owner's company. In his session at 20th Cloud Expo, Oleg Lola, CEO of MobiDev, will provide a generalized overview of the evolution of a software product, the product owner, the needs that arise at various stages of this process, and the value brought by a software development partner to the product owner as a response to these needs.
Jan. 16, 2017 05:30 AM EST Reads: 1,095
WebRTC services have already permeated corporate communications in the form of videoconferencing solutions. However, WebRTC has the potential of going beyond and catalyzing a new class of services providing more than calls with capabilities such as mass-scale real-time media broadcasting, enriched and augmented video, person-to-machine and machine-to-machine communications. In his session at @ThingsExpo, Luis Lopez, CEO of Kurento, introduced the technologies required for implementing these idea...
Jan. 16, 2017 04:30 AM EST Reads: 4,514
The WebRTC Summit New York, to be held June 6-8, 2017, at the Javits Center in New York City, NY, announces that its Call for Papers is now open. Topics include all aspects of improving IT delivery by eliminating waste through automated business models leveraging cloud technologies. WebRTC Summit is co-located with 20th International Cloud Expo and @ThingsExpo. WebRTC is the future of browser-to-browser communications, and continues to make inroads into the traditional, difficult, plug-in web co...
Jan. 16, 2017 03:30 AM EST Reads: 2,844
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, demonstrated how to move beyond today's coding paradigm and shared the must-have mindsets for removing complexity from the develop...
Jan. 16, 2017 03:30 AM EST Reads: 5,235
While not quite mainstream yet, WebRTC is starting to gain ground with Carriers, Enterprises and Independent Software Vendors (ISV’s) alike. WebRTC makes it easy for developers to add audio and video communications into their applications by using Web browsers as their platform. But like any market, every customer engagement has unique requirements, as well as constraints. And of course, one size does not fit all. In her session at WebRTC Summit, Dr. Natasha Tamaskar, Vice President, Head of C...
Jan. 16, 2017 03:15 AM EST Reads: 5,747
Who are you? How do you introduce yourself? Do you use a name, or do you greet a friend by the last four digits of his social security number? Assuming you don’t, why are we content to associate our identity with 10 random digits assigned by our phone company? Identity is an issue that affects everyone, but as individuals we don’t spend a lot of time thinking about it. In his session at @ThingsExpo, Ben Klang, Founder & President of Mojo Lingo, discussed the impact of technology on identity. Sho...
Jan. 16, 2017 02:30 AM EST Reads: 3,933
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain. In this power panel at @...
Jan. 16, 2017 01:45 AM EST Reads: 2,679
With all the incredible momentum behind the Internet of Things (IoT) industry, it is easy to forget that not a single CEO wakes up and wonders if “my IoT is broken.” What they wonder is if they are making the right decisions to do all they can to increase revenue, decrease costs, and improve customer experience – effectively the same challenges they have always had in growing their business. The exciting thing about the IoT industry is now these decisions can be better, faster, and smarter. Now ...
Jan. 16, 2017 01:15 AM EST Reads: 4,163