Welcome!

API Journal Authors: XebiaLabs Blog, Carmen Gonzalez, Jonathan Fries, Elizabeth White, Sematext Blog

Related Topics: Mobile IoT, Agile Computing

Mobile IoT: Blog Feed Post

PR Is Dead...Long Live PR

Reports of PR's death are greatly exaggerated

Reports of PR's death, greatly exaggerated “Reports of my death have been greatly exaggerated” - a quote attributed to Mark Twain but apropos for today’s PR industry.

I’ve seen several pieces of late, written by journalists and bloggers who appear rushed to sound the death knell over public relations. “New media and Web 2.0 changed the game,” they say, “and make public relations obsolete.”

Fact is - public relations expertise is more relevant, more important today than ever before. Search engine marketing, social network marketing, Web 2.0 applications and the like have all served to increase - not decrease - the value and demand for high-quality public relations.

Doomsayers don’t get it. They think PR is all about writing a press release or getting a story in a magazine. Now that print media is in decline, they say PR is on it’s way out as well. They never understood that press releases and published articles are just means to an end. The core of PR has always been about communication skills and strategies - the ability to evaluate the competitive landscape, identify the right messages and succinctly and effectively communicate those messages to the right audience -wherever they may be.

The doomsayer would like you to think, for instance, that search engine optimization is all about trickery. Add a meta tag descriptor here, pepper a page with keywords there and WAHLAH!, customers will come flocking to your site to buy your stuff.

As attractive as this might sound, it is of course, hogwash. Any substantive expert on SEO will mention meta tags but will hammer home the biggest point over and over again - effective SEO is really all about content - and content is public relations: who is your audience, what do you want to say and what is the best way to say it for the medium you are using. If you focus on these elements and then augment them with a bit of coding strategy, you will have truly effective SEO results.

The same is true when working within social network sites and blogs. A simple technician can set up links to your blog and FaceBook page, but it takes a highly skilled communicator to effectively manage the customer relationships that these sites create. And that’s what PR is really all about.

Press releases haven’t gone away. They are now more important than ever before (see my earlier blog on this subject). Magazines haven’t gone away either. They’ve just expanded online. Journalists haven’t disappeared. They’re also online, along with a host of bloggers, freelancers and forum writers that are also writing about you and your company.

This means that PR isn’t going away either. It has just become more complex and more important to a strategic communications plan than ever before.

To be sure, the role of PR has evolved and practitioners have had to add new skill sets and adapt traditional expertise to an entirely new set of strategies. But their expertise has become critical.

An SEO technician can write all the backend code he/she wants but it will take expert writing skills to create copy that will not only get you listed high in a Google search but will also convert visitors into customers. An HTML expert might promise you more GoogleAd visibility, but it will take PR expertise to ensure the right people are clicking on your ad, reading your information, judging you to be an industry expert and becoming loyal customers.

This is hardcore PR, pure and simple. There will always be those who promise a cheap and easy route to success. They were the ones who thought a marketing plan consisted of sending poorly written, ineffectual press releases out over BusinessWire and hoping for the best. Today, they are the ones promising success through cheap technical trickery.

The fact is, marketing today is more complicated and more multi-faceted than ever before. Creating, managing and maximizing the success of a marketing program in the digital age requires a real pro - and today, more than ever, that pro is a public relations expert.

Read the original blog entry...

More Stories By Brad Brenner

Brad Lee Brenner is a master blogger, radio host and founder of Brenner Associates, a public relations / communications firm headquartered in Portland, Oregon. Over the past thirty years, Brad has written hundreds of articles that have been published in trade journals, newspapers and online news sources. His focus of expertise includes technology, the medical industry and communications for the digital age.

Comments (2) View Comments

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


Most Recent Comments
ihapa 06/24/09 03:27:00 PM EDT

Hey Brad,

I totally agree -- digital technology, and social media specifically, are tools that enhance the experience(s) of tradition PR pros. However, I must add (and you clearly note) that if those in PR do not accept the shift that is occurring, they will be left in the dust and without jobs ;)

C

JFUNNELL 05/29/09 11:28:00 AM EDT

Totally Agree,

PR is not dead, in fact we have more to manage.

That said I can see more companies do it in-house.

@ThingsExpo Stories
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.
IoT solutions exploit operational data generated by Internet-connected smart “things” for the purpose of gaining operational insight and producing “better outcomes” (for example, create new business models, eliminate unscheduled maintenance, etc.). The explosive proliferation of IoT solutions will result in an exponential growth in the volume of IoT data, precipitating significant Information Governance issues: who owns the IoT data, what are the rights/duties of IoT solutions adopters towards t...
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.
Unsecured IoT devices were used to launch crippling DDOS attacks in October 2016, targeting services such as Twitter, Spotify, and GitHub. Subsequent testimony to Congress about potential attacks on office buildings, schools, and hospitals raised the possibility for the IoT to harm and even kill people. What should be done? Does the government need to intervene? This panel at @ThingExpo New York brings together leading IoT and security experts to discuss this very serious topic.
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life sett...
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.
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
An IoT product’s log files speak volumes about what’s happening with your products in the field, pinpointing current and potential issues, and enabling you to predict failures and save millions of dollars in inventory. But until recently, no one knew how to listen. In his session at @ThingsExpo, Dan Gettens, Chief Research Officer at OnProcess, discussed recent research by Massachusetts Institute of Technology and OnProcess Technology, where MIT created a new, breakthrough analytics model for ...
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 @...
More and more brands have jumped on the IoT bandwagon. We have an excess of wearables – activity trackers, smartwatches, smart glasses and sneakers, and more that track seemingly endless datapoints. However, most consumers have no idea what “IoT” means. Creating more wearables that track data shouldn't be the aim of brands; delivering meaningful, tangible relevance to their users should be. We're in a period in which the IoT pendulum is still swinging. Initially, it swung toward "smart for smar...
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...
"We build IoT infrastructure products - when you have to integrate different devices, different systems and cloud you have to build an application to do that but we eliminate the need to build an application. Our products can integrate any device, any system, any cloud regardless of protocol," explained Peter Jung, Chief Product Officer at Pulzze Systems, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Internet of @ThingsExpo has announced today that Chris Matthieu has been named tech chair of Internet of @ThingsExpo 2017 New York The 7th Internet of @ThingsExpo will take place on June 6-8, 2017, at the Javits Center in New York City, New York. Chris Matthieu is the co-founder and CTO of Octoblu, a revolutionary real-time IoT platform recently acquired by Citrix. Octoblu connects things, systems, people and clouds to a global mesh network allowing users to automate and control design flo...
In addition to all the benefits, IoT is also bringing new kind of customer experience challenges - cars that unlock themselves, thermostats turning houses into saunas and baby video monitors broadcasting over the internet. This list can only increase because while IoT services should be intuitive and simple to use, the delivery ecosystem is a myriad of potential problems as IoT explodes complexity. So finding a performance issue is like finding the proverbial needle in the haystack.
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at 20th Cloud Expo, Ed Featherston, director/senior enterprise architect at Collaborative Consulting, will discuss the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
According to Forrester Research, every business will become either a digital predator or digital prey by 2020. To avoid demise, organizations must rapidly create new sources of value in their end-to-end customer experiences. True digital predators also must break down information and process silos and extend digital transformation initiatives to empower employees with the digital resources needed to win, serve, and retain customers.
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...
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
The Internet of Things (IoT) promises to simplify and streamline our lives by automating routine tasks that distract us from our goals. This promise is based on the ubiquitous deployment of smart, connected devices that link everything from industrial control systems to automobiles to refrigerators. Unfortunately, comparatively few of the devices currently deployed have been developed with an eye toward security, and as the DDoS attacks of late October 2016 have demonstrated, this oversight can ...
What happens when the different parts of a vehicle become smarter than the vehicle itself? As we move toward the era of smart everything, hundreds of entities in a vehicle that communicate with each other, the vehicle and external systems create a need for identity orchestration so that all entities work as a conglomerate. Much like an orchestra without a conductor, without the ability to secure, control, and connect the link between a vehicle’s head unit, devices, and systems and to manage the ...