Welcome!

Cognitive Computing Authors: Pat Romanski, Yeshim Deniz, Liz McMillan, Elizabeth White, Jason Bloomberg

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)

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.


IoT & Smart Cities Stories
The platform combines the strengths of Singtel's extensive, intelligent network capabilities with Microsoft's cloud expertise to create a unique solution that sets new standards for IoT applications," said Mr Diomedes Kastanis, Head of IoT at Singtel. "Our solution provides speed, transparency and flexibility, paving the way for a more pervasive use of IoT to accelerate enterprises' digitalisation efforts. AI-powered intelligent connectivity over Microsoft Azure will be the fastest connected pat...
There are many examples of disruption in consumer space – Uber disrupting the cab industry, Airbnb disrupting the hospitality industry and so on; but have you wondered who is disrupting support and operations? AISERA helps make businesses and customers successful by offering consumer-like user experience for support and operations. We have built the world’s first AI-driven IT / HR / Cloud / Customer Support and Operations solution.
Codete accelerates their clients growth through technological expertise and experience. Codite team works with organizations to meet the challenges that digitalization presents. Their clients include digital start-ups as well as established enterprises in the IT industry. To stay competitive in a highly innovative IT industry, strong R&D departments and bold spin-off initiatives is a must. Codete Data Science and Software Architects teams help corporate clients to stay up to date with the mod...
At CloudEXPO Silicon Valley, June 24-26, 2019, Digital Transformation (DX) is a major focus with expanded DevOpsSUMMIT and FinTechEXPO programs within the DXWorldEXPO agenda. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of business. Only 12% still survive. Similar percentages are found throug...
Druva is the global leader in Cloud Data Protection and Management, delivering the industry's first data management-as-a-service solution that aggregates data from endpoints, servers and cloud applications and leverages the public cloud to offer a single pane of glass to enable data protection, governance and intelligence-dramatically increasing the availability and visibility of business critical information, while reducing the risk, cost and complexity of managing and protecting it. Druva's...
BMC has unmatched experience in IT management, supporting 92 of the Forbes Global 100, and earning recognition as an ITSM Gartner Magic Quadrant Leader for five years running. Our solutions offer speed, agility, and efficiency to tackle business challenges in the areas of service management, automation, operations, and the mainframe.
The Jevons Paradox suggests that when technological advances increase efficiency of a resource, it results in an overall increase in consumption. Writing on the increased use of coal as a result of technological improvements, 19th-century economist William Stanley Jevons found that these improvements led to the development of new ways to utilize coal. In his session at 19th Cloud Expo, Mark Thiele, Chief Strategy Officer for Apcera, compared the Jevons Paradox to modern-day enterprise IT, examin...
With 10 simultaneous tracks, keynotes, general sessions and targeted breakout classes, @CloudEXPO and DXWorldEXPO are two of the most important technology events of the year. Since its launch over eight years ago, @CloudEXPO and DXWorldEXPO have presented a rock star faculty as well as showcased hundreds of sponsors and exhibitors! In this blog post, we provide 7 tips on how, as part of our world-class faculty, you can deliver one of the most popular sessions at our events. But before reading...
DSR is a supplier of project management, consultancy services and IT solutions that increase effectiveness of a company's operations in the production sector. The company combines in-depth knowledge of international companies with expert knowledge utilising IT tools that support manufacturing and distribution processes. DSR ensures optimization and integration of internal processes which is necessary for companies to grow rapidly. The rapid growth is possible thanks, to specialized services an...
At CloudEXPO Silicon Valley, June 24-26, 2019, Digital Transformation (DX) is a major focus with expanded DevOpsSUMMIT and FinTechEXPO programs within the DXWorldEXPO agenda. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of business. Only 12% still survive. Similar percentages are found throug...